The impact of live chat, streamer presence, and suspense on brand recognition in social live streaming services

Deokkyung Ock (), Yongjin Hwang (), Seomgyun Lee () and Bradley J. Baker ()
Additional contact information
Deokkyung Ock: University of South Carolina
Yongjin Hwang: University of South Carolina
Seomgyun Lee: Jeonbuk National University
Bradley J. Baker: Temple University

Journal of Brand Management, 2025, vol. 32, issue 4, No 6, 343-363

Abstract: Abstract This study investigates the effectiveness of sponsorship in live sports events broadcasted through Social Live Streaming Services (SLSSs). Drawing on the limited capacity model, an experiment with 10 hypothetical stimuli was conducted to investigate the impacts of live chat (“no chat,” “informational chat,” and “emotional chat”), streamer presence (“without streamer” and “with streamer”), and game suspense (“low” and “high”) on brand recognition. The findings reveal that informational chat, streamer presence, and game suspense negatively influence brand recognition, implying that sponsor messages receive lower priority when viewers are engaged in multiple secondary tasks in SLSSs. This research contributes theoretically by enhancing understanding of how viewers allocate to sponsoring brands in the multi-information environment of SLSSs. Practically, the study suggests marketers strategically optimize brand exposure by targeting less suspenseful moments, fostering emotional engagement among co-viewers, and leveraging streamers’ ability to draw attention, such as through brand mentions. Furthermore, it is recommended to increase the prioritization of sponsor messages within SLSSs by enhancing the relevance of sponsor messages to the primary task (sport viewing) or individuals.

Keywords: Sponsorship; Limited capacity model; Social live streaming services (SLSSs); Live chat; Streamer; Sport (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1057/s41262-025-00389-w Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jobman:v:32:y:2025:i:4:d:10.1057_s41262-025-00389-w

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262

DOI: 10.1057/s41262-025-00389-w

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Ur a Golob

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().