Abstract
Business use of social media has been looking for new ways to engage users for the ultimate commercial goal of generating revenue. As a new attempt in social media, live video with innovative monetary features has achieved a big success. However, how different monetary behaviors affect engagement in this novel form of social media use has not been examined in the existing literature. In this paper, we particularly focus on a specific type of live social media engagement – audience’ continuous watching behavior, which is unique in live video contexts, and based on uses and gratification theory and social influence theory, we investigate the effects of two typical monetary behaviors, namely selling and rewarding, on continuous watching. This study seeks to theoretically contribute to social media literature by explaining a new phenomenon, and contribute to social media engagement literature by proposing live social media engagement and examining a specific type of it. We also contribute to the uses and gratification theory and the social influence theory.
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