User engagement with a popular food brand before, during and after a multi-day interactive marketing campaign on a popular live streaming platform

OBJECTIVE: To assess viewer engagement of a food advertising campaign on the live streaming platform Twitch.tv, a social media platform that allows creators to live stream content and communicate with their audience in real time. DESIGN: Observational analysis of chat comments across the Twitch plat...

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Detalles Bibliográficos
Autores principales: Haushalter, Keally, Pritschet, Sara J, Long, John W, Edwards, Caitlyn G, Boyland, Emma J, Evans, Rebecca K, Masterson, Travis D
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Cambridge University Press 2023
Materias:
Research Paper
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10131139/
https://www.ncbi.nlm.nih.gov/pubmed/36645264
http://dx.doi.org/10.1017/S1368980023000083

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