Analysis of Video Game Streaming on Consumer Behavior and Digital Marketing Strategies
María García de Blanes Sebastián,
David de Matías Batalla
Abstract:The streaming phenomenon has revolutionized the way audiences consume media content and transformed digital marketing strategies. This chapter focuses on analyzing the impact of streaming, with a focus on video game streamers, consumer behavior, and digital marketing strategies. Through a survey of 372 participants that combines quantitative and qualitative analyses, various dimensions of the streaming experience and its influence on the perception of brands, platforms and streamers as influential media figure… Show more
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