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Effects of Video Game Streaming on C...

Foster, Lisa Brianne.

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Effects of Video Game Streaming on Consumer Attitudes and Behaviors.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Effects of Video Game Streaming on Consumer Attitudes and Behaviors./
Author:	Foster, Lisa Brianne.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2016,
Description:	56 p.
Notes:	Source: Masters Abstracts International, Volume: 55-05.
Contained By:	Masters Abstracts International55-05(E).
Subject:	Communication. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10142781
ISBN:	9781339980478

Effects of Video Game Streaming on Consumer Attitudes and Behaviors.
Foster, Lisa Brianne.

Effects of Video Game Streaming on Consumer Attitudes and Behaviors. - Ann Arbor : ProQuest Dissertations & Theses, 2016 - 56 p.

Source: Masters Abstracts International, Volume: 55-05.

Thesis (M.A.)--East Tennessee State University, 2016.

Video game streaming has introduced to consumers a new method of creating branded content. Popular streaming platforms receive millions of broadcasters and viewers every month, and the current examines the influence of this type user-generated content on consumer attitudes and behaviors. The goal of this study is to understand how video game streams function as a marketing tool. To investigate this, a quantitative survey was designed and measured participants' video gaming habits and their perceptions of credibility, usefulness of content, group identification, and purchase intention. Heavier gaming habits were found to be positively related to perceived credibility in a user-generated stream condition. Group identification and stream familiarity were found to be positively related to perceived credibility. These findings hold implications for using video game streams as a marketing tool, as heavier gamers were found perceive user-generated streams as a credible source of information.

ISBN: 9781339980478Subjects--Topical Terms:

524709
Communication.

Effects of Video Game Streaming on Consumer Attitudes and Behaviors.
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245 1 0 $a Effects of Video Game Streaming on Consumer Attitudes and Behaviors.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2016
300 $a 56 p.
500 $a Source: Masters Abstracts International, Volume: 55-05.
500 $a Adviser: Robert Andrew Dunn.
502 $a Thesis (M.A.)--East Tennessee State University, 2016.
520 $a Video game streaming has introduced to consumers a new method of creating branded content. Popular streaming platforms receive millions of broadcasters and viewers every month, and the current examines the influence of this type user-generated content on consumer attitudes and behaviors. The goal of this study is to understand how video game streams function as a marketing tool. To investigate this, a quantitative survey was designed and measured participants' video gaming habits and their perceptions of credibility, usefulness of content, group identification, and purchase intention. Heavier gaming habits were found to be positively related to perceived credibility in a user-generated stream condition. Group identification and stream familiarity were found to be positively related to perceived credibility. These findings hold implications for using video game streams as a marketing tool, as heavier gamers were found perceive user-generated streams as a credible source of information.
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