To assess viewer engagement of a food advertising campaign on the live streaming platform Twitch.tv, a social media platform that allows creators to live stream content and communicate with their ...audience in real time.
Observational analysis of chat comments across the Twitch platform containing the word 'Wendy's' or 'Wendys' during a 5-day ad campaign compared with two 5-day non-campaign time periods. Comments were categorised as positive, negative or neutral in how their sentiment pertained to the brand Wendy's.
Twitch chatrooms.
None.
There were significantly more chatroom messages related to the Wendy's brand during the campaign period. When considering all messages, the proportion of messages was statistically different (x
= 1417·41,
< 0·001) across time periods, with a higher proportion of neutral and positive messages and a lower proportion of negative messages during the campaign compared with the comparison periods. Additionally, the proportion of negative messages following the campaign was lower than before the campaign. When considering only positive and negative messages, the proportion of messages was statistically different (x
= 366·38,
< 0·001) across each time period with a higher proportion of positive messages and a lower proportion of negative messages during the campaign when compared with the other time periods. Additionally, there was a higher proportion of positive messages and a lower portion of negative messages following the campaign when compared with before the campaign.
This study demonstrates the impact and sustained impact of a fast-food brand ad campaign on brand engagement on the live streaming platform Twitch.
To compare and evaluate the prevalence of food and beverage marketing on the livestreaming platforms Twitch, Facebook Gaming and YouTube Gaming, as well as examine growth of food and beverage ...marketing on these platforms over a 17-month period of data collection.
Cross-sectional data were analysed across three livestreaming platforms and six food and beverage categories: alcohol, candy, energy drinks, snacks, sodas and restaurants.
Stream titles of livestreamed events as well as corresponding hours watched on Twitch, Facebook Gaming and YouTube Gaming.
None.
There were significant differences between the use of food and beverage brand mentions in stream titles across all three studied platforms (P < 0·05), as well as hours watched across platforms (P < 0·05). Energy drinks dominated food and beverage brand mentions across platforms, followed by restaurants, soda and snacks. All platforms demonstrated growth over the 17-month data collection period. Post-hoc analyses revealed that the COVID-19 pandemic impacted both immediate and sustained growth across all platforms, with the greatest impact observed on the Twitch platform.
Food and beverage marketing as measured through stream titles is widely prevalent across the three most popular livestreaming platforms, particularly for energy drinks. Food marketing on these platforms experienced growth over the past 17 months which was accelerated substantially by the COVID-19 pandemic. Future work should assess the sustained impact this growth may have on marketing practices and eating behaviour.
A crucial step for validating the utility of an immersive virtual reality (iVR) buffet to study eating behavior is to determine whether variations in food characteristics such as portion size (PS) ...are relevant predictors of food selection in an iVR buffet. We tested whether manipulating PS in an iVR buffet affects the weight of food selected, and whether this response to PS is similar to participants' measured intake when PS varies at laboratory meals. In a randomized crossover design, 91 adults (18-71 y; 64 females; BMI = 25.3 ± 5.7) used their iVR remote to select lunch and dinner portions from an iVR buffet before consuming a standardized lab meal at two visits separated by one week. The PS in the iVR buffet and lab meals varied between a standard PS and a large PS. This design enabled comparisons of PS effects between iVR and lab settings, despite the scale difference in food weight between the environments. Portion size significantly affected food selection and food intake (p < 0.001). Subjects selected an additional 350 g in iVR and consumed an additional 154 g of food in the lab meals when offered the large portion compared to the small portion. The effect of PS showed a similar percentage increase in iVR (36.5%) and lab meals (39.2%). There was no significant difference in the effect of PS between iVR and lab meals after accounting for scale differences in food weight between the environments. The response to PS was not influenced by subject characteristics such as body mass index, sex, or age. These results demonstrate the utility of iVR for replicating real-world eating behaviors and enhancing our understanding of the intricate dynamics of food-related behaviors in a variety of contexts.
Background: Nutrition counseling and education provided by registered dietitians (RD) is an efficacious service for improved health outcomes. Limitations of in person education in clinical settings ...include RD access, time constraints, and lack of hands-on education tools. Immersive virtual reality (iVR) technology may be able to improve the patient experience by providing meaningful educational experiences. Methods: Participants (n=44,29 female, BMI=25.31 ± 5.7, Age=27.6 ± 13.9) were randomized to receive iVR or an in-person nutrition education experience both of which focused on the nutritional principles of portion size and calorie density. Both educational materials were developed by an RD and similar scripts were used for consistency between the two versions. However, the virtual reality program allowed for interactive experiences with food items. This included activities such as selecting and cutting foods to adjusting portion sizes. The portion control self-efficacy survey was administered preand post-experience. Repeated measures ANOVA was used to determine the effect of education on portion size self-efficacy and knowledge. Results: Portion size self-efficacy improved across time points in both in-person (n=26) and VR (n=18) education conditions (p=0.006). No main effect of condition or interaction between condition and time was shown to be significant, indicating both interventions improved scores similarly. Conclusions: iVR nutrition education shows promise to be similarly effective to an in-person RD experience. This technology is best applied in conjunction with RD medical nutrition counseling and can serve a wide range of educational topics. Future research is needed to validate this tool in clinical settings and among at-risk populations that may have lower baseline portion size-self efficacy.
Background: Individuals consume more food when presented with larger amounts, a phenomenon known as the portion size effect. However, less is known about how visual portion size cues influence the ...amount of food selected by participants. Methods: Using a randomized crossover study design, 59 partici-pants 97 participants (67 female, BMI=25.50 ± 5.62, Age=28.89 ± 13.59) completed 2 visits where they composed meals in a pre-viously validated immersive virtual reality buffet under 2 portion presentation conditions: standard (100%) and large (175%). Partici-pants could adjust the portion of food freely prior to placing it on their plates. The default portion size that appeared on the partici-pants virtual utensil when selecting food items varied by condi-tion. Participants also consumed laboratory meals under two conditions: standard (100%) and large (175%). Paired sample t-tests were used to assess whether the portion size condition influenced the gram intake of food selected from the VR buffet and meal. The percent difference between conditions for both VR and labora-tory meals was also calculated. Results: Compared to the standard condition, participants selected more total food (1324 g vs. 976 g, p<0.001) and energy (1805.4 kcal vs. 1372.5 kcal, p=0.001) in the large condition. Compared to the standard condi-tion, participants consumed more total food (557 g vs. 409 g, p<0.001) and energy (787.7 kcal vs. 583.4 kcal, p=0.001) in the large condition. There was a ~36% gram difference between standard and large condi-tions in both the VR food selection and laboratory meal paradigms. Conclusions: Portion size affects the amount of food selected within a virtual buffet and the amount of food consumed within a meal. The percent difference between standard and large conditions was similar between VR and meal paradigms. Virtual environments can be utilized to efficiently examine individual and food-related drivers of excess intakes, such as portion size, under a variety of contexts.
PDF
