Haushalter Keally, Pritschet Sara J, Long John W, Edwards Caitlyn G, Boyland Emma J, Evans Rebecca K, Masterson Travis D
Department of Nutritional Sciences, College of Health and Human Development, The Pennsylvania State University, 226 Henderson, University Park, PA16802, USA.
Department of Psychology, University of Liverpool, Liverpool, UK.
Public Health Nutr. 2023 Apr;26(4):716-724. doi: 10.1017/S1368980023000083. Epub 2023 Jan 16.
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.
Observational analysis of chat comments across the Twitch platform containing the word 'Wendy's' or 'Wendys' during a 5-day ad campaign compared with two 5-day non-campaign time periods. Comments were categorised as positive, negative or neutral in how their sentiment pertained to the brand Wendy's.
Twitch chatrooms.
None.
There were significantly more chatroom messages related to the Wendy's brand during the campaign period. When considering all messages, the proportion of messages was statistically different (x = 1417·41, < 0·001) across time periods, with a higher proportion of neutral and positive messages and a lower proportion of negative messages during the campaign compared with the comparison periods. Additionally, the proportion of negative messages following the campaign was lower than before the campaign. When considering only positive and negative messages, the proportion of messages was statistically different (x = 366·38, < 0·001) across each time period with a higher proportion of positive messages and a lower proportion of negative messages during the campaign when compared with the other time periods. Additionally, there was a higher proportion of positive messages and a lower portion of negative messages following the campaign when compared with before the campaign.
This study demonstrates the impact and sustained impact of a fast-food brand ad campaign on brand engagement on the live streaming platform Twitch.
评估在直播平台Twitch.tv上开展的食品广告活动的观众参与度。Twitch.tv是一个社交媒体平台，创作者可以在上面直播内容并与观众实时交流。
在为期5天的广告活动期间，对Twitch平台上包含“Wendy's”或“Wendys”一词的聊天评论进行观察分析，并与两个为期5天的非活动时间段进行比较。根据评论对温迪（Wendy's）品牌的情感倾向，将评论分为正面、负面或中性。
Twitch聊天室。
无。
在活动期间，与温迪品牌相关的聊天室消息明显更多。在考虑所有消息时，各时间段的消息比例在统计学上存在差异（x = 1417·41，< 0·001），与对照时间段相比，活动期间中性和正面消息的比例更高，负面消息的比例更低。此外，活动结束后的负面消息比例低于活动开始前。仅考虑正面和负面消息时，各时间段的消息比例在统计学上存在差异（x = 366·38，< 0·001），与其他时间段相比，活动期间正面消息的比例更高，负面消息的比例更低。此外，与活动开始前相比，活动结束后的正面消息比例更高，负面消息比例更低。
本研究证明了快餐品牌广告活动对直播平台Twitch上品牌参与度的影响和持续影响。
