Twitch: the key to the new paradigm in brand’s communication

Twitch has experienced tremendous growth in the last year. In addition, this social network has become a meeting place for young people, where they not only go to consume video game streams, but they have found in it a place to study, watch movies or relax, among other things. Likewise, streamers ha...

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Detalles Bibliográficos
Autores: Citlali Martínez Estrella, Eva, García Rivero, Ainhoa, Bonales Daimiel, Gema
Tipo de recurso: artículo
Fecha de publicación:2021
País:España
Institución:Universidad Católica San Antonio de Murcia (UCAM)
Repositorio:RIUCAM. Repositorio Institucional de la Universidad Católica San Antonio de Murcia
OAI Identifier:oai:repositorio.ucam.edu:10952/5840
Acceso en línea:http://hdl.handle.net/10952/5840
Access Level:acceso abierto
Palabra clave:Twitch
Streamers
Digital Communication
Social Media
Sponsors
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spelling Twitch: the key to the new paradigm in brand’s communicationCitlali Martínez Estrella, EvaGarcía Rivero, AinhoaBonales Daimiel, GemaTwitchStreamersDigital CommunicationSocial MediaSponsorsTwitch has experienced tremendous growth in the last year. In addition, this social network has become a meeting place for young people, where they not only go to consume video game streams, but they have found in it a place to study, watch movies or relax, among other things. Likewise, streamers have become a fundamental piece in commercial communication on Twitch, being the loudspeakers of brands. Therefore, the main objective of this research is to discover the role of Twitch on brand communication. Specifically, the aim is to evaluate the influence of streamers in the perception of brands, to know the interests of the Twitch audience and to analyze the influence of the streamer Ibai. To achieve this, a mixed research method combining in-depth interviews with experts and users, as well as focus groups and a survey has been carried out. The main conclusion obtained is that this social network represents a paradigm shift in terms of content control by brands, and that the streamer has become a new type of influencer, acting as a prescriber on Twitch.Twitch ha experimentado un enorme crecimiento en el último año. Además, esta red social se ha convertido en un punto de encuentro para los jóvenes, donde no sólo acuden a consumir streams de videojuegos, sino que han encontrado en ella un lugar para estudiar, ver películas o relajarse, entre otras cosas. Asimismo, los streamers se han convertido en una pieza fundamental en la comunicación comercial en Twitch, siendo los altavoces de las marcas. Por ello, el objetivo principal de esta investigación es descubrir el papel de Twitch en la comunicación de las marcas. En concreto, se pretende evaluar la influencia de los streamers en la percepción de las marcas, conocer los intereses de la audiencia de Twitch y analizar la influencia del streamer Ibai. Para ello, se ha llevado a cabo un método de investigación mixto que combina entrevistas en profundidad con expertos y usuarios, así como grupos focales y una encuesta. La principal conclusión obtenida es que esta red social supone un cambio de paradigma en cuanto al control de los contenidos por parte de las marcas, y que el streamer se ha convertido en un nuevo tipo de influencer, actuando como prescriptor en Twitch.Ciencias de la Comunicación2021info:eu-repo/semantics/articlehttp://hdl.handle.net/10952/5840reponame:RIUCAM. Repositorio Institucional de la Universidad Católica San Antonio de Murciainstname:Universidad Católica San Antonio de Murcia (UCAM)Inglésinfo:eu-repo/semantics/openAccessoai:repositorio.ucam.edu:10952/58402026-06-07T18:35:21Z
dc.title.none.fl_str_mv Twitch: the key to the new paradigm in brand’s communication
title Twitch: the key to the new paradigm in brand’s communication
spellingShingle Twitch: the key to the new paradigm in brand’s communication
Citlali Martínez Estrella, Eva
Twitch
Streamers
Digital Communication
Social Media
Sponsors
title_short Twitch: the key to the new paradigm in brand’s communication
title_full Twitch: the key to the new paradigm in brand’s communication
title_fullStr Twitch: the key to the new paradigm in brand’s communication
title_full_unstemmed Twitch: the key to the new paradigm in brand’s communication
title_sort Twitch: the key to the new paradigm in brand’s communication
dc.creator.none.fl_str_mv Citlali Martínez Estrella, Eva
García Rivero, Ainhoa
Bonales Daimiel, Gema
author Citlali Martínez Estrella, Eva
author_facet Citlali Martínez Estrella, Eva
García Rivero, Ainhoa
Bonales Daimiel, Gema
author_role author
author2 García Rivero, Ainhoa
Bonales Daimiel, Gema
author2_role author
author
dc.subject.none.fl_str_mv Twitch
Streamers
Digital Communication
Social Media
Sponsors
topic Twitch
Streamers
Digital Communication
Social Media
Sponsors
description Twitch has experienced tremendous growth in the last year. In addition, this social network has become a meeting place for young people, where they not only go to consume video game streams, but they have found in it a place to study, watch movies or relax, among other things. Likewise, streamers have become a fundamental piece in commercial communication on Twitch, being the loudspeakers of brands. Therefore, the main objective of this research is to discover the role of Twitch on brand communication. Specifically, the aim is to evaluate the influence of streamers in the perception of brands, to know the interests of the Twitch audience and to analyze the influence of the streamer Ibai. To achieve this, a mixed research method combining in-depth interviews with experts and users, as well as focus groups and a survey has been carried out. The main conclusion obtained is that this social network represents a paradigm shift in terms of content control by brands, and that the streamer has become a new type of influencer, acting as a prescriber on Twitch.
publishDate 2021
dc.date.none.fl_str_mv 2021
dc.type.none.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv http://hdl.handle.net/10952/5840
url http://hdl.handle.net/10952/5840
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.rights.none.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.source.none.fl_str_mv reponame:RIUCAM. Repositorio Institucional de la Universidad Católica San Antonio de Murcia
instname:Universidad Católica San Antonio de Murcia (UCAM)
instname_str Universidad Católica San Antonio de Murcia (UCAM)
reponame_str RIUCAM. Repositorio Institucional de la Universidad Católica San Antonio de Murcia
collection RIUCAM. Repositorio Institucional de la Universidad Católica San Antonio de Murcia
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15.301603

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