Male perceptions of brand sponsorship in video game live streams by female streamers

During the pandemic, the consumption of video game streaming platforms increased in contrast to traditional television programming, leading to an upsurge in advertising investment directed towards streamers, primarily male ones. However, the relationship between female streamers and brand sponsorshi...

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Bibliographic Details

Main Author:	Serra Pallarés, Carolina Zoe (author)
Other Authors:	Yalan Dongo, Eduardo Enrique (author)
Format:	article
Language:	Spanish
Published:	2023
Subjects:	gender gender stereotype streaming Facebook product placement brand perception género estereotipo de género percepción de marca gênero estereótipo de gênero percepção da marca
Online Access:	https://revistas.ucu.edu.uy/index.php/revistadixit/article/view/3350 https://hdl.handle.net/10895/6099
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