Twitch.tv is a new phenomenon in the world of gaming and online entertainment. Advertising professionals could use Twitch.tv as a new outlet to advertise brands to their audiences. To further understand brand recall of advertisements on Twitch.tv, this thesis examined different variables such as game experience, ad placement, and ad familiarity. The Limited Capacity Model of Motivated Mediated Message Processing (LC4MP) relates to effects on viewer recall of brands in advertisements seen on Twitch.tv, as it is ultimately a new form a television and this model can help understand how its messages are processed (Lang, 2000). A 2x2 factorial design was used to determine interactions between brand familiarity and advertisement placement as well as their effects on brand recall. Game experience was used as a covariate to determine if this variable further made a difference in brand recall of advertisements on Twitch.tv.
|Commitee:||Dinu, Lucian F., Givens-Carroll, Dedria|
|School:||University of Louisiana at Lafayette|
|School Location:||United States -- Louisiana|
|Source:||MAI 58/05M(E), Masters Abstracts International|
|Subjects:||Marketing, Communication, Mass communications|
|Keywords:||Advertising, Brand recall, LC4MP, Limited Capacity Model of Motivated Mediated Message Processing, Twitch, Twitch.tv|
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