July 23, 2024 | 12:00 pm - 12:30 pm ET 


MSI Webinar: Understanding Marketing through Livestreaming Platforms

Live streaming platforms (LSPs) are a form of social media that are rapidly growing in popularity. For example, Twitch, a social media site dedicated to live-streaming video game content, has nearly 140 active consumers watching 24 billion hours of content annually. However, marketing research has done little to understand how these platforms differ from traditional social media platforms (TSMPs) and how these differences impact influencer and consumer behaviors. We propose a conceptual framework, focused on the psychological state of shared attention, that outlines how LSPs impact consumer and influencer behaviors as well as network formation on the platform. Subsequently, we propose eight propositions to suggest how these differences impact marketing content effectiveness. These propositions focus on three areas: (1) the reach of integrated content on LSPs, (2) consumer engagement with integrated content on LSPs, and (3) stream, influencer, and consumer characteristics that moderate content effectiveness. This work provides insights for marketers to better leverage these platforms to maximize marketing effectiveness.


Roman Welden

Indiana University

Roman Welden joined the Marketing Department at the Kelley School of Business in August 2022. He earned his Ph.D. in Marketing at the University of Tennessee. Roman is a marketing strategy researcher, and his primary research areas include video game marketing, influencer marketing, social influence, and social media. Currently his main research interest is understanding the marketing process throughout the video game ecosystem. His research has been published in the International Journal of Research in Marketing, Journal of Retailing, and Journal of Marketing Research.

Leah Smith

University of Arkansas

Leah Smith joined the Walton College in 2020 after earning her Ph.D. from the University of Tennessee. Before that, she received her Bachelor's degree from Indiana University and an MBA from Wake Forest University with a concentration in marketing. Prior to her doctoral studies, Leah worked in Marketing Research departments for Alltel, Altria, and Electrolux. Her current research focuses primarily on consumer behavior with a focus on marketing relationships and how technology changes relationship dynamics.

Pricing & Registration

July 23, 2024 | 12:00 pm - 12:30 pm ET

Price: $0.00


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