Abstract

The streaming platform Twitch.tv, is a popular video streaming website where users can watch, communicate, and chat with streamers and other viewers live. Twitch and other live streaming websites typically offer viewers a chat window where the viewer can chat (in real-time) with the streamer and other viewers who are currently watching the stream. Research in live streaming platforms like Twitch and the effects of their various features are novel. The purpose of this study is to analyze how the sentiment of a live chat (positive or negative) and the stated or not stated disclosure of an advertisement posted in the chat may impact the viewer's perceptions of the posted advertisement. In order to answer this, this study used a series of scales to measure how visible the advertisements were in the chat, if participants were able to recognize that the advertisement in the live chat was an ad, participants' perceptions of the advertisements, usage statistics of their live video streaming habits, liking of certain product categories, and purchase intentions of the products shown in the chat. Eye-tracking biometric technology was used to track participants' visual attention to the advertisements shown in the live chat. A sample of 120 participants between the ages of 18-30 were randomly assigned to one of four conditions where the disclosure of advertisements (no disclosure and disclosure) and valence of the chat (positive or negative) were manipulated. Results revealed that participants assigned to the negative valence condition viewed the advertisements in the chat more than those who were assigned the positive valence condition. Additionally, no significant relationship was found to be associated with advertisement disclosure and advertisement visibility, how advertisement disclosure impacts advertisement perceptions, how chat valence impacts advertisement recognition, how chat valence impacts advertisement perceptions, or how product liking and chat valence influence purchase intentions. Implications for the use of the emotional contagion theory in live-streaming media and recommendations for advertising practitioners are discussed.

Degree

College and Department

Fine Arts and Communications; Communications

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