Dissertation/Thesis Abstract

Brand Recall of Advertisements on Twitch.tv
by Luke, Brittany D., M.S., University of Louisiana at Lafayette, 2018, 125; 10813253
Abstract (Summary)

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.

Indexing (document details)
Advisor: Ferguson, Alice
Commitee: Dinu, Lucian F., Givens-Carroll, Dedria
School: University of Louisiana at Lafayette
Department: Communication
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
Publication Number: 10813253
ISBN: 9781392041253
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