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International Journal of Strategic Communication Volume 13, 2019 - Issue 4: Social Media Influencers in Strategic Communication
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Article

Live Streamers on Twitch.tv as Social Media Influencers: Chances and Challenges for Strategic Communication

Jamie WoodcockOxford Internet Institute, University of Oxford, Oxford, UKCorrespondence[email protected]
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Mark R JohnsonDepartment of Political Science, University of Alberta, Edmonton, CanadaView further author information
Pages 321-335 | Published online: 04 Sep 2019

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Guoxin Li, Yue Cao, Bo Lu, Yunzhijun Yu & Honglei Liu. (2023) Luxury brands’ live streaming sales: the roles of streamer identity and level strategy. International Journal of Advertising 42:7, pages 1178-1200.
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Ravi Thambusamy & E. Mitchell Church. (2023) “Nerds of a Feather”: Homophilic Drivers of Worldwide Video Game Viewership on Twitch. Journal of Global Information Technology Management 26:3, pages 197-223.
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Brandon C. Boatwright & Karen Freberg. (2023) Exploring the Value of Multi-Modal Corporate Influencers: A Case Study of Peloton Instructors’ Engagement, Community Building, and Branding Functions. International Journal of Strategic Communication 17:2, pages 134-150.
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Sophie C. Boerman, Marijn H. C. Meijers & Wietske Zwart. (2022) The Importance of Influencer-Message Congruence When Employing Greenfluencers to Promote Pro-Environmental Behavior. Environmental Communication 16:7, pages 920-941.
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Brandon C. Harris, Jared Hansen, Onder Can, Md Waseq Ur Rahman, Maxwell Foxman, Amanda C. Cote & Tara Fickle. (2022) “Starting from scratch to looking really clean and professional”: how students’ productive labor legitimizes collegiate esports. Critical Studies in Media Communication 39:2, pages 141-153.
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Sangeeta Sharma & Arpan Bumb. (2022) Femluencing: Integration of Femvertising and Influencer Marketing on Social Media. Journal of Interactive Advertising 22:1, pages 95-111.
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Jiaoju Ge, Yuepeng Sui, Xiaofeng Zhou & Guoxin Li. (2021) Effect of short video ads on sales through social media: the role of advertisement content generators. International Journal of Advertising 40:6, pages 870-896.
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Liselot Hudders, Steffi De Jans & Marijke De Veirman. (2021) The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising 40:3, pages 327-375.
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Jessica E. Johnston. (2020) Celebrity, Inc.: the self as work in the era of presentational culture online. Celebrity Studies 11:4, pages 508-511.
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Brett Abarbanel & Mark R. Johnson. (2020) Gambling engagement mechanisms in Twitch live streaming. International Gambling Studies 20:3, pages 393-413.
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Xuan Zhou & Chen Lou. Modeling the Effects of Streamer Characteristics and Platform Affordances in Livestreaming E-Commerce: A Mixed-Methods Approach. Journal of Current Issues & Research in Advertising 0:0, pages 1-28.
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Rebecca K. Evans, Paul Christiansen, Amy Finlay, Andrew Jones, Michelle Maden & Emma Boyland. (2023) A systematic review and meta‐analysis of the effect of digital game‐based or influencer food and non‐alcoholic beverage marketing on children and adolescents: Exploring hierarchy of effects outcomes. Obesity Reviews 24:12.
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Sijun Wang. (2023) Why do female audiences subscribe to these types of streamers? An empirical study on the motivations of Chinese Huya users. Frontiers in Psychology 14.
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Mark Badham, Vilma Luoma-aho & Chiara Valentini. (2023) A revised digital media–arena framework guiding strategic communication in digital environments. Journal of Communication Management.
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Dinghao Xi, Wei Xu, Liumin Tang & Bingning Han. (2023) The impact of streamer emotions on viewer gifting behavior: evidence from entertainment live streaming. Internet Research.
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Brian Chau, Melody Taba, Rachael Dodd, Kirsten McCaffery & Carissa Bonner. (2023) Twitch Data in Health Promotion Research: Protocol for a Case Study Exploring COVID-19 Vaccination Views Among Young People. JMIR Research Protocols 12, pages e48641.
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Mara F. Singer, Chaz L. Callendar, Xiao Ma & Samuel M. Tham. (2023) Differences in perceived influencer authenticity: a comparison of Gen Z and Millennials’ definitions of influencer authenticity during the de-influencer movement. Online Media and Global Communication 2:3, pages 351-378.
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Aisha Powell & Dana Williams-Johnson. (2023) “You dumb cracker b*tch”: The legitimizing of White supremacy during a Twitch ban of HasanAbi. New Media & Society.
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André Luís A. da Fonseca, Paula Chimenti & Roberta D. Campos. (2023) ‘Take my advice’: Entrepreneurial consumers and the ecosystemic logics of digital platforms. Technological Forecasting and Social Change 193, pages 122601.
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David Winster Praveenraj D, E. Sudha, R. Hariharan, R. Vedapradha & J. Ashok. 2023. Global Perspectives on Social Media Usage Within Governments. Global Perspectives on Social Media Usage Within Governments 48 67 .
Yatish Joshi, Weng Marc Lim, Khyati Jagani & Satish Kumar. (2023) Social media influencer marketing: foundations, trends, and ways forward. Electronic Commerce Research.
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Yujun Xu, Sommer Kapitan & Megan Phillips. (2023) The commercial impact of live streaming: A systematic literature review and future research agenda. International Journal of Consumer Studies.
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Elena Borau-Boira, Ana Pérez-Escoda & Cristina Ruiz-Poveda Vera. (2022) Challenges of digital advertising from the study of the influencers' phenomenon in social networks. Corporate Communications: An International Journal 28:2, pages 325-339.
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L. Javier Cabeza-Ramírez, Sandra M. Sánchez-Cañizares, Luna M. Santos-Roldán & Fernando J. Fuentes-García. (2023) Exploring the effectiveness of fashion recommendations made by social media influencers in the centennial generation. Textile Research Journal, pages 004051752311558.
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Bandinee Pradhan, Kaushal Kishore & Nilesh Gokhale. (2023) Social media influencers and consumer engagement: A review and future research agenda. International Journal of Consumer Studies.
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Maria Iranzo-Cabrera & Andreu Casero-Ripollés. (2023) Political entrepreneurs in social media: Self-monitoring, authenticity and connective democracy. The case of Íñigo Errejón. Heliyon 9:2, pages e13262.
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Jhih-Hua Jhang-Li & Jyh-Hwa Liou. (2023) An analysis of operating strategy for a video live streaming platform: advertisement, advertorial, and donation. Information Technology and Management.
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A. Houssard, F. Pilati, M. Tartari, P. L. Sacco & R. Gallotti. (2023) Monetization in online streaming platforms: an exploration of inequalities in Twitch.tv. Scientific Reports 13:1.
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Mateusz Felczak. (2022) “Tedious by Design.” Institutionalized Labor of Content Creators in the Game as a Service Model: The Path of Exile Case Study. Przegląd Kulturoznawczy:4 (54), pages 527-547.
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Ainhoa García-Rivero & José P. Olivares Santamarina. 2022. Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape. Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape 31 48 .
Wenjing Lyu, Ye Qi & Jin Liu. (2022) Proliferation in live streaming commerce, and key opinion leader selection. Electronic Commerce Research.
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E. Mitchell Church. (2022) The one to watch: Heuristic Determinants of Viewership among Influential Twitch Streamers. Electronic Commerce Research.
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Christopher J. Persaud & Matthew E. Perks. (2022) Beauty From the Waist Up: Twitch Drag, Digital Labor, and Queer Mediated Liveness. Television & New Media 23:5, pages 475-486.
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Cristian Ramón Marín-Sanchiz, José María Valero-Pastor & José Luis Rojas-Torrijos. (2022) Periodismo deportivo en plataformas crecientes: análisis de las retransmisiones futbolísticas en Twitch a través de LaLiga Casters. Estudios sobre el Mensaje Periodístico 28:2, pages 329-339.
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Álex Buitrago & Lidia Torres Ortiz. (2022) Influencers de ciencia en Twitch. Divulgación científica a través de vídeo-streaming en tiempos de COVID-19. Teknokultura. Revista de Cultura Digital y Movimientos Sociales 19:2, pages 47-58.
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Álex Buitrago, Alberto Martín García & Lidia Torres Ortiz. (2022) Trabajemos juntos: Coworking online y sincrónico en Twitch como muestra del potencial colaborativo del live-streaming. Revista de Comunicación 21:1, pages 49-65.
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L. Javier Cabeza-Ramírez, Sandra M. Sánchez-Cañizares, Fernando J. Fuentes-García & Luna M. Santos-Roldán. (2022) Exploring the connection between playing video games and watching video game streaming: Relationships with potential problematic uses. Computers in Human Behavior 128, pages 107130.
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Jinhee Cha, Ian W West, Tabetha A Brockman, Miguel Valdez Soto, Joyce E Balls-Berry, Milton Eder, Christi A Patten & Elisia L Cohen. (2022) Use of Live Community Events on Facebook to Share Health and Clinical Research Information With a Minnesota Statewide Community: Exploratory Study. JMIR Formative Research 6:2, pages e30973.
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Natalia Quintas-Froufe & Ana González-Neira. 2022. Communication and Smart Technologies. Communication and Smart Technologies 365 373 .
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Yingying Ma. (2021) Elucidating determinants of customer satisfaction with live-stream shopping: An extension of the information systems success model. Telematics and Informatics 65, pages 101707.
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Guan-Yu Lin, Yi-Shun Wang, Yu-Min Wang & Meng-Hsuan Lee. (2021) What drives people's intention toward live stream broadcasting. Online Information Review 45:7, pages 1268-1289.
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Chaya Liebeskind, Shmuel Liebeskind & Shoam Yechezkely. (2021) An Analysis of Interaction and Engagement in YouTube Live Streaming Chat. An Analysis of Interaction and Engagement in YouTube Live Streaming Chat.
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Nils S. Borchers & Nadja Enke. (2021) Managing strategic influencer communication: A systematic overview on emerging planning, organization, and controlling routines. Public Relations Review 47:3, pages 102041.
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Zhiming Deng, Pierre Benckendorff & Jie Wang. (2021) Travel live streaming: an affordance perspective. Information Technology & Tourism 23:2, pages 189-207.
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Luis Javier Cabeza-Ramírez, Fernando J. Fuentes-García & Guzmán A. Muñoz-Fernandez. (2021) Exploring the Emerging Domain of Research on Video Game Live Streaming in Web of Science: State of the Art, Changes and Trends. International Journal of Environmental Research and Public Health 18:6, pages 2917.
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Luis Javier Cabeza-Ramírez, Guzmán Antonio Muñoz-Fernández & Luna Santos-Roldán. (2021) Video Game Streaming in Young People and Teenagers: Uptake, User Groups, Dangers, and Opportunities. Healthcare 9:2, pages 192.
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