An exploratory study to assess the effectiveness of using in-stream video advertisements on live webcasters to build brand awareness towards gamers: A case study of Twitch.tv

Student, A. (2017) An exploratory study to assess the effectiveness of using in-stream video advertisements on live webcasters to build brand awareness towards gamers: A case study of Twitch.tv. Undergraduate thesis, University of Chichester.

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Abstract

This study aims to investigate the effectiveness of using in-stream video advertisements on
live webcasting websites such as Twitch.tv to build brand awareness towards gamers.
Throughout the study, it was also important to explore the reasons making users to engage
with Twitch.tv and their behaviors towards video advertisements on the site. All the
research's aims and objectives were achieved under the quantitative research method.
Questionnaires were used to collect primary data with a sample size of 100 and the final
response rate of 44%. In particular, a video advertisement was embedded in the
questionnaire to execute the memory tracking method and measured viewers' awareness of
the video.
Overall, the results indicated that Twitch users had low awareness towards the chosen
video, and competitive gaming playstyle as well as the eSports industry are the key reasons
driving gamers to use Twitch. Finally it was found out that sponsorship contents, web
banners and social media were perceived by Twitch users to be more effective online
advertising tools for the website than using in-stream videos. Hence, the researcher
recommended advertisers as well as webcasters on Twitch.tv switching the use of in-stream
videos to other advertising techniques.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Departments > Business School
Undergraduate Dissertations
Depositing User: Gail Graffham
Date Deposited: 07 Sep 2018 13:02
Last Modified: 07 Sep 2018 13:02
URI: http://eprints.chi.ac.uk/id/eprint/3679

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