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Twitch user perceptions, attitudes and behaviours in relation to food and beverage marketing on Twitch compared with YouTube

Influencer marketing may be amplified on livestreaming platforms (e.g., Twitch) compared with asynchronous social media (e.g., YouTube). However, food and beverage marketing on Twitch has not been evaluated at a user level. The present study aimed to compare users’ self-reported exposure to food mar...

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Autores principales: Pollack, Catherine C., Gilbert-Diamond, Diane, Emond, Jennifer A., Eschholz, Alec, Evans, Rebecca K., Boyland, Emma J., Masterson, Travis D.
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Cambridge University Press 2021
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8141682/
https://www.ncbi.nlm.nih.gov/pubmed/34094513
http://dx.doi.org/10.1017/jns.2021.22
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author Pollack, Catherine C.
Gilbert-Diamond, Diane
Emond, Jennifer A.
Eschholz, Alec
Evans, Rebecca K.
Boyland, Emma J.
Masterson, Travis D.
author_facet Pollack, Catherine C.
Gilbert-Diamond, Diane
Emond, Jennifer A.
Eschholz, Alec
Evans, Rebecca K.
Boyland, Emma J.
Masterson, Travis D.
author_sort Pollack, Catherine C.
collection PubMed
description Influencer marketing may be amplified on livestreaming platforms (e.g., Twitch) compared with asynchronous social media (e.g., YouTube). However, food and beverage marketing on Twitch has not been evaluated at a user level. The present study aimed to compare users’ self-reported exposure to food marketing and associated attitudes, consumption and purchasing behaviours on Twitch compared with YouTube. A survey administered via social media was completed by 621 Twitch users (90 % male, 64 % white, 69 % under 25 years old). Of respondents, 72 % recalled observing at least one food or beverage advertisement on Twitch. There were significant differences in the recall of specific brands advertised on Twitch (P < 0⋅01). After observing advertised products, 14 % reported craving the product and 8 % reported purchasing one. In chat rooms, 56 % observed conversations related to food and 25 % participated in such conversations. There were significant differences in the number of users who consumed various products while watching Twitch (P < 0⋅01). Of users who frequented YouTube (n 273), 65 % reported negative emotions when encountering advertising on YouTube compared with 40 % on Twitch (P < 0⋅01). A higher proportion felt Twitch's advertising primarily supported content creators (79 v. 54 %, P < 0⋅01), while a higher proportion felt that YouTube's advertising primarily supported the platform (49 v. 66 %, P < 0⋅01). The findings support that food marketing exposures on Twitch are noticeable, less bothersome to users and influence consumption and purchasing behaviours. Future studies are needed to examine how the livestreaming environment may enhance advertising effectiveness relative to asynchronous platforms.
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spelling pubmed-81416822021-06-04 Twitch user perceptions, attitudes and behaviours in relation to food and beverage marketing on Twitch compared with YouTube Pollack, Catherine C. Gilbert-Diamond, Diane Emond, Jennifer A. Eschholz, Alec Evans, Rebecca K. Boyland, Emma J. Masterson, Travis D. J Nutr Sci Research Article Influencer marketing may be amplified on livestreaming platforms (e.g., Twitch) compared with asynchronous social media (e.g., YouTube). However, food and beverage marketing on Twitch has not been evaluated at a user level. The present study aimed to compare users’ self-reported exposure to food marketing and associated attitudes, consumption and purchasing behaviours on Twitch compared with YouTube. A survey administered via social media was completed by 621 Twitch users (90 % male, 64 % white, 69 % under 25 years old). Of respondents, 72 % recalled observing at least one food or beverage advertisement on Twitch. There were significant differences in the recall of specific brands advertised on Twitch (P < 0⋅01). After observing advertised products, 14 % reported craving the product and 8 % reported purchasing one. In chat rooms, 56 % observed conversations related to food and 25 % participated in such conversations. There were significant differences in the number of users who consumed various products while watching Twitch (P < 0⋅01). Of users who frequented YouTube (n 273), 65 % reported negative emotions when encountering advertising on YouTube compared with 40 % on Twitch (P < 0⋅01). A higher proportion felt Twitch's advertising primarily supported content creators (79 v. 54 %, P < 0⋅01), while a higher proportion felt that YouTube's advertising primarily supported the platform (49 v. 66 %, P < 0⋅01). The findings support that food marketing exposures on Twitch are noticeable, less bothersome to users and influence consumption and purchasing behaviours. Future studies are needed to examine how the livestreaming environment may enhance advertising effectiveness relative to asynchronous platforms. Cambridge University Press 2021-04-27 /pmc/articles/PMC8141682/ /pubmed/34094513 http://dx.doi.org/10.1017/jns.2021.22 Text en © The Author(s) 2021 https://creativecommons.org/licenses/by/4.0/This is an Open Access article, distributed under the terms of the Creative Commons Attribution licence (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted re-use, distribution, and reproduction in any medium, provided the original work is properly cited.
spellingShingle Research Article
Pollack, Catherine C.
Gilbert-Diamond, Diane
Emond, Jennifer A.
Eschholz, Alec
Evans, Rebecca K.
Boyland, Emma J.
Masterson, Travis D.
Twitch user perceptions, attitudes and behaviours in relation to food and beverage marketing on Twitch compared with YouTube
title Twitch user perceptions, attitudes and behaviours in relation to food and beverage marketing on Twitch compared with YouTube
title_full Twitch user perceptions, attitudes and behaviours in relation to food and beverage marketing on Twitch compared with YouTube
title_fullStr Twitch user perceptions, attitudes and behaviours in relation to food and beverage marketing on Twitch compared with YouTube
title_full_unstemmed Twitch user perceptions, attitudes and behaviours in relation to food and beverage marketing on Twitch compared with YouTube
title_short Twitch user perceptions, attitudes and behaviours in relation to food and beverage marketing on Twitch compared with YouTube
title_sort twitch user perceptions, attitudes and behaviours in relation to food and beverage marketing on twitch compared with youtube
topic Research Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8141682/
https://www.ncbi.nlm.nih.gov/pubmed/34094513
http://dx.doi.org/10.1017/jns.2021.22
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