User engagement with a popular food brand before, during and after a multi-day interactive marketing campaign on a popular live streaming platform
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...
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| Main Authors: | , , , , , , |
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| Format: | Book |
| Published: |
Cambridge University Press,
2023-04-01T00:00:00Z.
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| Subjects: | |
| Online Access: | Connect to this object online. |
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