The purchase intention of viewers regarding broadcast sponsors in Twitch platform

The fact that the Internet has become an indispensable part of our daily lives without slowing down after entering our lives has led to an increase in the use of social media. Companies have changed their traditional marketing approach after realizing that consumers are using social media to such an extent. They have started to prefer Internet advertising in place of the traditional marketing and advertising. Internet advertising is a set of tools that are used by companies to utilize the Internet as a global marketing platform and to deliver advertising messages to people in a global context. With Internet advertising, companies can reach their target audiences more easily and regardless of time and location, they can conduct marketing activities at more affordable costs compared to traditional marketing, and they have many opportunities such as stopping or updating their advertising at any time they want. The main purpose of this study is the investigation of the purchase intention of sponsor-broadcaster activities of Twitch.tv broadcasters, a social media platform, on viewers. In this context, social media sponsorships of companies were investigated in depth. According to the purpose of the study, the study is divided into four sections. The first part of the study is an explanation of social media applications and live streaming platforms. The second part of the study is a review of the literature on sponsorship, the research model, and the hypotheses. The third part of the study is a statistical analysis of the survey responses, which were the basis of the research. The data was collected on a social media platform known as Twitch.tv, where live broadcasts are created based on online interaction and communication. The results of the survey were shared with 400 viewers of Twitch.tv. Validity and reliability analyses were conducted on the data obtained. Descriptive statistical methods, factor analysis, and regression analysis were used for the analysis of the data. The conclusion of the research is that the sponsorship activity of the companies on the social media platform Twitch.TV positively affects both the purchase intent of the audience on the platform and the brand equity of the consumers towards the brand. The results of the research show that the sponsorship activity of the companies on the social media platform Twitch.TV positively affects both the purchase intent of the audience on the platform and the brand equity of the consumers towards the brand. As a result, companies sponsoring broadcasters broadcasting on Twitch.tv will direct viewers to purchase.