Livestreaming has become a new channel for tourism marketing due to its high real-time
and interactive characteristics. However, there is not a strong theoretical underpinning in the …

Influencer marketing has become a strategic imperative for brand building. Nevertheless,
marketers need a comprehensive understanding of the full extent of its scope and …

Twitch is one of the leading platforms for live streaming audiovisual content, with a broad
audience among the Gen Z population. Its growth in recent years has solidified a large …

Since the COVID-19 pandemic hit America in 2020, the world's leading video game live
streaming platform Twitch. TV has seen explosive growth. Twitch prides itself on the …

As new technologies rapidly reshape patterns of political communication, platforms like
Twitch are transforming how people consume political information. This entertainment …

Through three studies, this paper examines the success of livestreamers, as a function of
presentation style (eg with or without webcam) triggering parasocial interactions. First, a …

As live streaming technology has advanced, brands and marketing strategies have swiftly
adapted, making interaction between live broadcasts and consumers an emerging trend …

Twitch is the leading live streaming platform in most of the world and an integral part of
contemporary digital gaming culture. Millions of people broadcast their game play (as well …

This chapter examines the use of virtual mentors in distance learning for entrepreneurship
education. Virtual mentors establish a strong connection with students via sharing personal …

Recent research in communication and information science has pointed towards the
popularity of live-streaming media. Most live-streaming platforms support multimodal …