Giving meat meaning: Creating value-based connections with consumers

Fortnite Streamers as Influencers: A Study on Gamers’ Perceptions

“…Once the gamer is sufficiently close to the streamer and consumes their content regularly, they then perceive them as an endorser and attribute value to the items the streamers use in their videos. Therefore existing theories on trustworthiness (Chu and Kim 2011;Nascimento et al 2014a;, attractiveness (De Veirman et al 2017;Greenheck et al 2018;Pornpitakpan 2004b) and expertise (Lin et al 2018;Perry 2012;Wu 2016) all contribute to motivations to watch a streamer and believe in their content. Whereas the existing theories on achievement (Boyle et al 2012;Guo and Barnes 2009), enjoyment (Hamari 2015;Hsiao and Chen 2016;Wu and Liu 2007) and online identity building (Guo and Barnes 2009;Marder et al 2019;Park and Lee 2011) what factors may shape a gamer's perception in regards to in-game items and mechanics.…”

“…Essentially gamers would be more likely to trust a streamer if there are perceived similarities between the gamer and streamer, and this will likely lead to the gamer consuming more of this content as well as sharing it in their network. Greenheck et al (2018) state that for messages to be perceived positively special attention should be given to ensure that the message content and influencer values align in order to ensure authenticity and trustworthiness in the audiences. Applying this line of thinking to this research echoes previous studies in the sense that message content, relationship to the influencer and the size of the influencer impact the trustworthiness users ascribe to this influencer.…”

“…It adds to the incentive to keep playing" when referring to the rewards the streamer shows you and whether that keeps a gamer playing a game. Previous literature of influencer marketing (De Veirman et al 2017;Greenheck et al 2018) can be used to support the idea that gamers are inspired to commit to the game because they trust the streamer and are enticed by the rewards the game offers…”

“…And um, yeah, they show off the games, full potential and the competitive side kind of, so that's cool" whereas Kojo (24) even tried one of these new modes out himself after watching his favorite streamer LazerBeam fail to complete one. Streamers are therefore seen as promoting new game mechanics due to their reputation as opinion leaders in the industry, gamers who consume their content see these game modes and due to the association of the streamer being credible (Abidin and Ots 2015;De Veirman et al 2017;Greenheck et al 2018), they feel encouraged to try out these new modes themselves. Gamers also noted that they would look to streamers for information on the new "Meta" of the game.…”

Predicting the Quality of Meat: Myth or Reality?

“…In general, research directly related to consumer expectations is increasingly necessary [123], particularly to objectively predict the intrinsic qualities of meat, as well as its extrinsic qualities [124]. However, research and development are generally carried out over a long time scale, which may not be compatible with the short-term concerns of professionals [119].…”