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Risky Ayu Kristanti
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Journal of Digital Marketing and Communication
Published by Tecno Scientifica
ISSN : -     EISSN : 28091736     DOI : https://doi.org/10.53623/jdmc.v1i1
Core Subject : Economy, Humanities, Science, Education, Social,
Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Library & Information Science Social Sciences
Journal of Digital Marketing and Communication (JDMC) is an international, peer-reviewed journal for conceptual, empirical, and short essays in the area of social media marketing, communication, digital economy, smart tourism, smart cities, e-business, transmedia storytelling, and other closely related disciplines. The goal of the journal is to promote research along with education and training in the disciplines of communication and marketing. JDMC seeks academically rigorous papers that will appeal to scholars and will also have direct relevance to practitioners in communication and marketing. Except explicitly indicated otherwise, articles in this journal have gone through rigorous peer review, including screening by the editor and review by at least two anonymous referees. Scope : Social media marketing Communication Digital economy Smart tourism Smart cities e-Business Transmedia storytelling
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 1 Documents
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Search results for , issue "Volume 6 - Issue 1 - 2026" : 1 Documents clear
Twitch Advertising and Purchase Intention: The Impact of In-Stream Ads on Viewer Behavior Brauer, Claudia; Eckert , Judith; Zehrer, Anita
Journal of Digital Marketing and Communication Volume 6 - Issue 1 - 2026
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v6i1.974

Abstract

Twitch, a leading livestreaming platform in the D-A-CH region, combined real-time content with a highly interactive community, offering unique opportunities for digital marketing. Research on advertising effectiveness at the individual viewer level, however, remained limited. This study investigated how in-stream video and display ads influenced Twitch viewers’ purchase intentions and explored the role of ad-related and content-related factors. A survey of 204 Twitch viewers, recruited via Twitch and Reddit, assessed awareness, attitudes, and perceived effects of video and display ads, along with factors such as thematic congruence, entertainment, informativeness, and personalization. Video ads were more effective than display ads in increasing purchase intentions but were perceived as more intrusive. Across formats, thematic alignment with livestream content and content qualities such as entertainment value, informativeness, and personalization significantly enhanced ad effectiveness. The findings highlighted that both ad format and content-related factors were critical for the effectiveness of Twitch advertising. The study advanced theoretical understanding of livestream advertising by emphasizing the interplay between ad characteristics and content context and provided practical guidance for marketers to design engaging, congruent, and less intrusive campaigns.

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