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

• Main Authors: Keally Haushalter (Author), Sara J Pritschet (Author), John W Long (Author), Caitlyn G Edwards (Author), Emma J Boyland (Author), Rebecca K Evans (Author), Travis D Masterson (Author)
• Format: Book
• Published: Cambridge University Press, 2023-04-01T00:00:00Z.
• Subjects: article
• Online Access: Connect to this object online.

Abstract 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 Tw...