Unlocking Advertising Potentials of Live-Streaming Platforms: Investigating the Impact of Telepresence and Flow on Advertising Avoidance on Twitch

Nam Young Kim; Ki Won Seo; Masudul Biswas

doi:10.30958/ajmmc.11-2-1

Unlocking Advertising Potentials of Live-Streaming Platforms: Investigating the Impact of Telepresence and Flow on Advertising Avoidance on Twitch

Nam Young Kim
, Ki Won Seo
, Masudul Biswas

Journalism and Mass Communication

Research output: Contribution to journal › Article

Original language	English
Pages (from-to)	73-92
Journal	Athens Journal of Mass Media & Communications
Volume	11
Issue number	2
DOIs	https://doi.org/10.30958/ajmmc.11-2-1
State	Published - 2025

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10.30958/ajmmc.11-2-1

Cite this

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title = "Unlocking Advertising Potentials of Live-Streaming Platforms: Investigating the Impact of Telepresence and Flow on Advertising Avoidance on Twitch",

author = "Kim, \{Nam Young\} and Seo, \{Ki Won\} and Masudul Biswas",

year = "2025",

doi = "10.30958/ajmmc.11-2-1",

language = "English",

volume = "11",

pages = "73--92",

journal = "Athens Journal of Mass Media \& Communications",

number = "2",

}

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T1 - Unlocking Advertising Potentials of Live-Streaming Platforms: Investigating the Impact of Telepresence and Flow on Advertising Avoidance on Twitch

AU - Kim, Nam Young

AU - Seo, Ki Won

AU - Biswas, Masudul

PY - 2025

Y1 - 2025

U2 - 10.30958/ajmmc.11-2-1

DO - 10.30958/ajmmc.11-2-1

M3 - Article

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SP - 73

EP - 92

JO - Athens Journal of Mass Media & Communications

JF - Athens Journal of Mass Media & Communications

IS - 2

ER -