https://tecnoscientifica.com/journal/jdmc <p><strong><em>Journal of Digital Marketing and Communication (J. Digit. Mark. Commun.) (ISSN 2809-1736) </em></strong><strong> </strong>with a short form of <strong>JDMC</strong> is an<strong> Open Access Refereed Journal </strong>that publishes <strong>research articles, reviews, and short communication </strong>in the area of social media marketing, communication, digital economy, and other closely related disciplines.</p> <p><strong>JDMC</strong> is published online with a frequency of two (2) issues per year. Besides that, special issues of JDMC will be published non-periodically from time to time. </p> Tecno Scientifica Publishing en-US Journal of Digital Marketing and Communication 2809-1736 <p>Authors shall retain the copyright of their work and grant the Journal/Publisher rights for the first publication with the work concurrently licensed under the <a href="https://creativecommons.org/licenses/by/4.0/"><strong>Creative Commons Attribution 4.0 International License (CC BY 4.0)</strong></a>.</p> <p>Under this license, authors who submit their papers for publication by <em>Journal of Digital Marketing and Communication</em><em> </em>agree to have the CC BY 4.0 license applied to their work, and that anyone is allowed to reuse the article or part of it free of charge for any purpose, including commercial use. As long as the author and original source is properly cited, anyone may copy, redistribute, reuse and transform the content.</p> <p>This broad license intends to facilitate free access, as well as the unrestricted use of original works of all types. This ensures that the published work is freely and openly available in perpetuity.</p> https://tecnoscientifica.com/journal/jdmc/article/view/974 <p>Twitch, a leading livestreaming platform in the D-A-CH region, combined real-time content with a highly interactive community, offering unique opportunities for digital marketing. Research on advertising effectiveness at the individual viewer level, however, remained limited. This study investigated how in-stream video and display ads influenced Twitch viewers’ purchase intentions and explored the role of ad-related and content-related factors. A survey of 204 Twitch viewers, recruited via Twitch and Reddit, assessed awareness, attitudes, and perceived effects of video and display ads, along with factors such as thematic congruence, entertainment, informativeness, and personalization. Video ads were more effective than display ads in increasing purchase intentions but were perceived as more intrusive. Across formats, thematic alignment with livestream content and content qualities such as entertainment value, informativeness, and personalization significantly enhanced ad effectiveness. The findings highlighted that both ad format and content-related factors were critical for the effectiveness of Twitch advertising. The study advanced theoretical understanding of livestream advertising by emphasizing the interplay between ad characteristics and content context and provided practical guidance for marketers to design engaging, congruent, and less intrusive campaigns.</p> Claudia Brauer Judith Eckert Anita Zehrer Copyright (c) 2026 Claudia Brauer, Judith Eckert , Anita Zehrer https://creativecommons.org/licenses/by/4.0 2026-02-06 2026-02-06 6 1 1 18 10.53623/jdmc.v6i1.974