What kinds of impacts can brand placements and sponsorships have on consumers on YouTube and Twitch? / Eytan PERL / 2021

Titre : What kinds of impacts can brand placements and sponsorships have on consumers on YouTube and Twitch? Type de document : Mémoire Auteurs : Eytan PERL, Auteur Année de publication : 2021 Importance : 31 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management AUDIOVISUEL SECTEUR ; MARKETING ACHAT Résumé : Because of the amount of traffic on YouTube, and because an increasing number of users are blocking ads through an ad block software, brands are starting to adapt by favoring product placements on the platform. This dissertation is aimed at discovering the impacts of product placements on YouTube and Twitch, as well as trying to find which platform is the most likely to increase positively the purchasing intent in consumers. The results show that sponsors on YouTube can increase positively the attitude towards a brand, however, YouTube is the better platform in increasing the purchasing intent while in Twitch, placements only increase the visibility of the brand but not necessarily the purchasing intent. The limits of the research are worth noting as the sample size was small, the survey was also aimed at being short, because of that I could not include videos from livestreams, meaning that the results I obtained on Twitch might not be completely reliable. Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538641