The impact of influencer marketing on purchase behavior: A study on Twitch TV streamers

This research aims to examine the influence of influencer marketing on the purchase behavior of Twitch TV users. Twitch TV is a live streaming platform where content, especially related to video games, is shared and watched. This study focuses on Twitch TV users to investigate the platform's impact on their purchasing preferences and behavior. The data collection process for the research was conducted through online surveys. Participants were selected from young Twitch TV users with various demographic characteristics. The surveys included questions about how frequently participants use Twitch TV, their content preferences, interactions with streamers, and purchasing behavior. The results of the research indicate a significant impact of influencer marketing on users' purchase behavior. The majority of participants mentioned that active streamers they follow on the platform have an influence on their product or service choices. Moreover, it was found that streamers influence purchasing decisions through product reviews, recommendations, or sponsorships. As a result, it has been concluded that influencer marketing has a significant impact on users' purchase behavior. Product or service recommendations delivered through streamers, combined with platform interactions and the sense of community, play a role in influencing users' purchasing preferences. These findings demonstrate that brands can leverage their presence on Twitch TV to influence and potentially increase sales among the young consumer audience.