University of Twente Student Theses
From Screen to Self : Streamers' Personal Branding and the Development of Young Men
Wensink, Coen (2024) From Screen to Self : Streamers' Personal Branding and the Development of Young Men.
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| Abstract: | This study explores how the personal branding of popular live streamers influences the personal development of young men. Using a qualitative approach, it combined live-stream observations and semi-structured interviews with 12 male viewers aged 16-24. The research aimed to understand how streamers’ branding impacts young men’s identity, values, and aspirations. Four key findings emerged: authenticity is crucial for successful personal branding, personalized interactions increase both viewer engagement and financial support, the streamer’s personality drives viewer loyalty, and a sense of community and emotional support plays a significant role in engagement and social values. These findings suggest that streamers who present themselves authentically and engage meaningfully with their audience can influence young men’s personal development, fostering stronger connections, long-term loyalty, and social behaviors. Streamers’ focus on personal development, rather than commercial success, helps shape their viewers’ growth and aspirations. This study highlights the importance of authenticity and interaction in building meaningful relationships between streamers and their audience. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies, 85 business administration, organizational science |
| Programme: | Communication Science MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/104318 |
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