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Strat comm See discussions stats and author pro ?les for this publication at https www researchgate net publication Live Streamers on Twitch tv as Social Media In uencers Chances and Challenges for Strategic Communication Article in International Journal

See discussions stats and author pro ?les for this publication at https www researchgate net publication Live Streamers on Twitch tv as Social Media In uencers Chances and Challenges for Strategic Communication Article in International Journal of Strategic Communication August DOI X CITATIONS authors Jamie Woodcock The Open University UK PUBLICATIONS CITATIONS SEE PROFILE READS Mark R Johnson The University of Sydney PUBLICATIONS CITATIONS SEE PROFILE All content following this page was uploaded by Mark R Johnson on July The user has requested enhancement of the downloaded ?le CCitation Woodcock J Johnson M R Live Streamers on Twitch tv as Social Media In uencers Chances and Challenges for Strategic Communication International Journal of Strategic Communication - Live Streamers on Twitch tv as Social Media In uencers Chances and Challenges for Strategic Communication Abstract Twitch tv is one of the most successful online live streaming platforms in the world with m viewers m regular ??streamers ? and a market value of over bn In this paper we o ?er a ?rst conceptualisation of streamers as social media in uencers and how e ?ectively they can perform strategic communication for sponsors We draw on extensive ethnographic research and over a hundred semi-structured interviews with streamers to address two questions ?rst how does Twitch operate as a platform for strategic communication second what skills do streamers need to be successful in uencers In the ?rst case we show Twitch is well-suited to in uencing in large part due to its integration of data analytics while streamers are using these tools to adopt a business-oriented mind-set in the second case we show the importance of authenticity to both streamers and clients and how channels of di ?erent sizes o ?er strategic communication opportunities The paper contributes to the emerging literature on Twitch developing insights from in uencing and strategic communication but given the increasing scope of live streaming we also argue the phenomenon ?? particularly when combined with the economic dynamics of in uencing ?? is just as important for making sense of the wider media landscape today Introduction CThe term ??social media in uencer ? has become a widespread if sometimes nebulous way of describing a digital celebrity who is able to inform and encourage particular consumer choices It also in turn refers to the broader trend of companies using these social media celebrities to promote advertise or market their brands This brings to mind the new celebrities of websites like photo platform Instagram as well as scandals about non- disclosure of sponsorship deals blurring the lines between the celebrity as a genuine spokesperson for their own interests and someone in the pocket of corporate interests While there has been important research on Youtube Burgess and Green and Instagram De Veirman Cauberghe and Hudders video game live streaming platform Twitch has yet to be considered in this way In this paper we therefore turn the analytic lens of strategic communication to focus on the live streaming platform Twitch tv or simply Twitch In