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: Assess viewer engagement of a food advertising campaign on the livestreaming platform Twitch.tv, a social media platform that allows creators to livestream content and communicate with their audience in real-time. Design: Observational analysis of chat comments across the Twitch platform containing the word “Wendy’s” or “Wendys” during a 5-day ad campaign compared to two 5-day non-campaign time periods. Comments were categorized as positive, negative, or neutral in how their sentiment pertained to the brand Wendy’s. Setting: Twitch chatrooms. Participants: None. Results: 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 (x2=1417.41, p <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 to 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 (x2=366.38, p <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 to 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 to before the campaign. Conclusions: This study demonstrates the impact and sustained impact of a fast-food brand ad campaign on brand engagement on the livestreaming platform Twitch.

The food and beverage cues in digital marketing model: special considerations of social media, gaming, and livestreaming environments for food marketing and eating behavior research

“…The use of digital media has also been associated with higher odds of engagement with multiple food brands, which includes following brands on social media, liking posts or brand pages, or sharing branded content ( 95 ). The lasting effect of a digital marketing campaign on positive brand engagement has been demonstrated by examining comments related to a fast-food brand on a popular livestreaming platform ( 129 ). Positive commentary increased during the campaign and remained higher than negative comments after the campaign ended.…”

Content analysis of food and beverage marketing in global esports: sponsorships of the premier events, leagues, teams and players

“…Additionally, influencers such as livestreamers and gamers also promote food, beverage and alcohol products during their livestream and amplify the message to millions. 32 Therefore, food marketers can generate up to millions of hours of exposure by partnering with a prominent esports streamer. 11 12 In addition to broadcast elements, another avenue for pervasive food marketing in esports is through social media channels.…”

“…33 Social media accounts are used to market products and services, such as crosspromotion sponsorships between food products and esports events, leagues, teams and players. 32 The crosspromotion across social media increases the reach of the marketing campaigns as well as viewer engagement with both the food brands and esports.…”

AI-driven personalization in web content delivery: A comparative study of user engagement in the USA and the UK

“…As we navigate the comparative study context of user engagement in the USA and the UK, the overarching goal is to bridge the transatlantic digital divide (Haushalter et al, 2023). Understanding the contextual factors that shape user behaviors, preferences, and expectations in each region paves the way for informed digital strategies.…”