Live Broadcast Research Articles

Nostalgia Stimulation and Purchase Intention of Time-honored Brands in The Context of E-commerce Live Broadcasting: Based on Social Presence Perspective

Based on the perspective of social presence theory, this study uses SOR theory to establish a research model. Data were collected from 272 valid questionnaires by snowballing on WeChat social platform. The model explore the influencing factors of nostalgia stimulation and purchase intention of old products, as well as the mediating role of nostalgia. The results indicate that: (1) Emotional presence and communicational presence had a significant positive effect on nostalgia emotion, except coexistence presence; (2) Emotional presence, communicational presence, and nostalgia emotion had a positive effect on the willingness to purchase of time-honored products, except coexistence presence; (3) Nostalgia emotion partially mediated the effect of emotional presence on willingness to purchase; (4) Nostalgia emotion partially mediated the effect of communicational presence on willingness to purchase. These findings enrich the literature related to the time-honored brand in the context of live broadcasting and provide a basis and reference for enterprises to use online channels to promote the time-honored brand.

Twitch spouse: Livestreaming and the legacy of spousal labour in the video game industry

Precarious careers in the games industry have long relied on the unpaid and largely feminized support of spouses and family members. This paper addresses the role of spouses and other domestic cohabitants in the production of live game broadcasts on Twitch, Amazon’s world-leading platform in live video entertainment. I introduce the heuristic of the ‘Twitch Spouse’ to underscore the crucial role that domestic partners have played as invisible workers in the wider games industry, whose precarious conditions have been extended by the rise of at-home livestreaming. Drawing from ‘playful’ interviews and ethnographic observation with 12 Twitch creators located across the United States and Canada, I delineate three themes by which the partners of Twitch streamers vitally contribute to livestreaming: collaborative space production, the management of intimacy, and timekeeping. Herein, I show how a theorization of the ‘Twitch Spouse’ will build future pathways for recognizing the intertwined struggles of domestic and digital work within the precarious horizons of the game industry. This paper argues that Twitch streamers’ conceptualizations of intimate partners’ supportive labour reinforce domesticity and visibility as co-extended forces in the evolving relevance of digital labour to contemporary capitalism.

STRATEGI PEMASARAN MELALUI LIVE INSTAGRAM TERHADAP PENJUALAN PADA TOKO AW STORE SITUBONDO

The AW store is a shop that operates in the thrift sector, where the shop sells various kinds of clothing such as shirts, trousers, and others. In marketing its products, the AW store carries out a marketing strategy, namely live Instagram. Live Instagram is a live broadcast activity on social media, especially Instagram. Where with live Instagram, sellers and buyers do not meet in person. Buyers can see what the AW store sells without having to come directly to the store.The research carried out was qualitative research, where data collection was obtained by means of interviews. The conclusion of this research is that the AW store carries out a marketing strategy for its store by means of live Instagram. This research shows that the live Instagram carried out by the AW store has had a big impact on increasing sales.

Repurchase intention in sports brand industry in China: Attributes of live streamers and customer-to-customer interaction of live streaming e-commerce

The rapid growth of live streaming e-commerce is hindered by its high rate of product returns, which poses a challenge to its long-term sustainability. Specifically, clothes shoppers account for 30% of all sales made during live broadcasts. This study aims to evaluate the impact of live streaming e-commerce on repurchase intention in the sports brand industry in China. The paper used quantitative research methods with 398 data collected from consumers of sports brands who were willing to provide information regarding their shopping experience on the live streaming platform. 224 respondents were females (56.3%), and 174 were males (43.7%). The study adopted a questionnaire to collect the data. Partial least squares-structural equation modeling was used to test the correlation between the variables. The results revealed direct and positive effect of consumer trust (β = 0.397, p = 0.000) and perceived value (β = 0.215, p = 0.001) on repurchase intention in live streaming e-commerce. The findings also indicated that both consumer trust and perceived value play a mediating role. In addition, the results supported the assumption that the characteristics of live streamers (β = 0.389, p = 0.000) have a positive impact on consumer trust, and customer-to-customer interaction (β = 0.678, p = 0.000) has a significant impact on perceived value. Finally, sports brands are advised to optimize live streaming platforms to better meet consumers’ needs. Acknowledgment The authors acknowledge Universiti Utara Malaysia (UUM) that supported this study.

Research on the influence mechanism of short video communication effect of furniture brand: Based on ELM model and regression analysis

The elaboration likelihood model (ELM) and regression analysis were used to investigate the impact of furniture brands’ communication strategies on consumer behavior through short video platforms. The work examined a set of representative short videos, analyzing how key features—such as content theme, duration (16-60 seconds), graphics, subtitles, background music, and title style—affected communication effectiveness. The ELM model uncovered the correlation between these video characteristics and the Communication Effect Index (DCI), with statistical significance confirmed by regression. Findings indicated that live broadcasts, graphical presentations, subtitles/topics, upbeat music, and exclamatory titles significantly enhanced communication efficiency. Limitations, including time-period sampling bias, sample size, and item duplication in the ELM application, were also considered. Based on these findings, the research offers optimization suggestions and future directions for furniture enterprises in leveraging short video marketing.

ANALYSIS PRODUCTION PROCESS LIVE BROADCAST TALKSHOW OF THE BALI TV SAMATRA BALI ARTIST AS A PLACE FOR PUBLICATION OF LOCAL MUSICIANS WORKS

The Samatra Artis Bali Talkshow live broadcast program has succeeded in becoming a forum for local musicians to publish their work. Because as a local Balinese television media, Bali TV is a source of information media that is able to instill noble cultural values, as well as supporting local Balinese artists. In accordance with the Merdeka Belajar Kampus Merdeka (MBKM) curriculum, the author had the opportunity to carry out an Internship/Work Practicum program which was carried out on Bali TV. The aim of this research is to explain the production process carried out. This research uses descriptive qualitative research methods with observation techniques on Bali TV. Data collection in preparing this thesis was obtained through interviews, documentation and observation. The author had the opportunity to directly see the pre-production, production and post-production processes. In the research carried out, at the pre-production process stage, the production team held an internal meeting to prepare the rundown. At the production stage, a 1 hour Live On-Air was carried out. And in the post-production stage, the team evaluates whether or not there are any obstacles that occurred during the program. A television program will not run smoothly if the behind-the-scenes activities are not managed effectively. With this thesis, the author hopes that readers, especially the Balinese people, including artists/art lovers, can better appreciate and preserve cultural works of art in Bali. The Bali Artist Samatra Program makes writers understand more about the importance of publishing their work/introducing their work via television media.

THE IMPACT OF ANCHOR CHARACTERISTICS ON CUSTOMERS' SUSTAINABLE FOLLOW IN E-COMMERCE LIVE BROADCAST—BASED ON THE SURVEY OF TIKTOK USERS IN CHINA

With the development of Internet commerce, live broadcast has become a new e-commerce milestone. This study uses SOR model for reference, taking customer perceived value and customer flow experience as intermediary variables, to explore the impact of anchor characteristics on the sustainable follow of customers in the live broadcast room. The research findings demonstrate that the credibility, professionalism, interactivity, and attractiveness of e-commerce anchors have a significant positive impact on customer perceived value and customer flow experience. Customer perceived value and customer flow experience positively influence the sustainable retention of customers in live broadcast rooms. Moreover, these factors act as mediators between the characteristics of e-commerce anchors and the sustainable retention of customers. Therefore, it is imperative for live broadcast e-commerce merchants to adapt their strategies based on anchor attributes in order to enhance customer perceived value and improve customer flow experience. This will effectively guide customers towards sustained engagement and yield favorable marketing outcomes. It is helpful for e-commerce anchors to effectively reduce customer loss and form customer loyalty, and also provides a reference for enterprises to use live broadcast e-commerce for product sales and brand promotion.

Research on How Internet Celebrity Food Goes out of the Circle to Help Local Economic Development Based on the Barbecue Phenomenon in Zibo

In recent years, with the rise of the Internet, the Internet celebrity economy has developed vigorously, gradually penetrating into various fields such as social networking, e-commerce, and live broadcasting, and various types of Internet celebrity economic products have emerged in endlessly. Internet celebrity food makes full use of the advantages of new media platforms to promote the development of local economy. Although most of the existing literature believes that Internet celebrity food is the key to boosting urban development, most scholars study Internet celebrity food alone or from the perspective of helping economic development. There are few documents that combine the two to study the emergence of Internet celebrity food. The reasons for the circle and the mechanism to promote local economic development. This article takes Zibo Barbecue as the research object to explore the factors that lead to the prosperity of this Internet celebrity food and its future development model, thereby helping local economic development and providing relevant optimization paths for this purpose.

Preaching the Impossible in the Face of the Unthinkable: Nonviolence, Love, and Thanksgiving in a Coptic Easter Sermon

This essay examines the Holy Monday sermon by Boules George, a senior priest at St. Mark Church in Cairo, that was preached the day after the Palm Sunday suicide bomb attacks against St. George Coptic Orthodox Church in Tanta and St. Mark Coptic Orthodox Cathedral in Alexandria in Egypt in 2017, which left forty-four people dead and more than one hundred injured. The sermon addressed Coptic Orthodox Christians in Cairo as well as the wider Coptic Orthodox community in Egypt and throughout the world through a live video broadcast. The sermon is remarkable for presenting a radical call to nonviolence and Christian love. Notably, the preacher speaks to “those who are killing us”, and says “thank you” for the opportunity to die as Christ died, for “this is the greatest honor that we could have”. This essay analyzes the sermon in light of the work of Walter Brueggemann and Alexander Schmemann, and argues that the sermon is an example of daring speech that offers divine empowerment to the suffering and the fearful.

WANTED: SAKLOLO The Discourses of “Wanted sa Radyo’s” VAW-related Episodes

Today, the media holds an indisputable influence over public opinion, serving as a formidable tool for information dissemination, persuasion, and the molding of collective perspectives (Allen, 2017; Impe, 2019). This study conducted an in-depth examination of the discourse within the Philippines’ Radyo 5 program, 'Wanted sa Radyo,' hosted by broadcaster and senator, Raffy Tulfo (Afinidad-Bernardo, 2019). Recognized as a public service program aiming to assist those in need, this research specifically scrutinized episodes that shed light on the distressing issue of violence against women (UN Women, 2023). Through a comprehensive utilization of textual analysis as the methodology (McKee, 2003; Luo, 2019), this study aimed to ascertain how the program presented and addressed these sensitive issues during live broadcasts. The findings of this research showed that the program exhibited sensitivity when discussing the delicate topics that surrounded violence against women (GMA Integrated News, 2023). With careful consideration and tactful handling of such issues, Raffy Tulfo, the program's host, showcased a remarkable empathetic approach toward complainants while impartially interrogating the accused (Raffy Tulfo in Action, 2018). As a result, it became evident that 'Wanted sa Radyo' remained true to its core mission as a public service platform (ABS-CBN News, 2022). Shedding light on the effectiveness of public service program in amplifying marginalized voices, addressing pressing social concerns, and ultimately contributing to the betterment of society (Impe, 2019; Atkin, 2013). This aligns with the broader goals of media studies in understanding and evaluating the impact of media on society (Abowitz et al., 2010; Spitulnik, 1993). Keywords: Media, violence against women, abuse, public service, feminism.

悬摆式同步覆土水稻直播机的设计与试验

In order to solve the problem of mechanical direct seeding of rice seeds on the exposed soil surface, which is affected by bird and mouse damage, rain and sun exposure, etc., a pendulum-type synchronous soil-covered rice direct seeding machine was developed. In order to clarify the leakage and anti-entanglement performance of the mulching plate, linear function type, quadratic function type and exponential function of the sliding blade mulching plate were designed, and the mulching plate structure, straw distribution spacing and suspension rotation speed were used as independent variables. Using straw entanglement rate and straw interference rate as evaluation indicators, a full-factor experimental study was carried out to determine the optimal structure of the mulching plate; a pendulum-type synchronous soil covering live broadcast EDEM simulation model was established, and field experiments were conducted to verify its synchronous soil covering performance. The test results show that the exponential function of the sliding blade mulching plate has the best performance, and the soil covering rate of the three soil covering plate structures is 87.37~98.54 under the conditions of forward speed 0.6~1.0 m/s and suspension rotation speed 90~150 r/min. %, the covering soil thickness is 5.08~5.84 mm. This research can provide reference for rice mechanical direct seeding technology and equipment.

Analisis Strategi Komunikasi Pemasaran @Ninetysixvintages Pada Media Sosial Instagram

This study aims to determine the marketing communication strategy of @Ninetysixvintage through Instagram social media to support sales. This research uses a qualitative approach. A qualitative approach is a research method that focuses on an in-depth understanding of human phenomena, including in this case, marketing communication strategies on Instagram social media. This method involves data collection that is descriptive and narrative, with the aim of exploring a deeper understanding of the research subject. The results of this study are the message strategy and media strategy used by @Ninetysixvintages in their marketing communication on the Instagram social media platform. The applied communication strategy involves various aspects, including information content and creative. In terms of information content, @Ninetysixvintages focuses on delivering information about the product and its characteristics. While in terms of creative messaging on the Instagram platform, @Ninetysixvintages divides it into rational and emotional elements seen in their posts. In addition, there are also media usage strategies implemented by @Ninetysixvintages, including media selection and target market identification. In an effective marketing communication effort on the Instagram social media platform, @Ninetysixvintages utilizes various features such as followers and following, captions, interaction in the form of likes and comments, tagging, the use of hashtags, Instastory, live broadcasts, and direct messages to support the marketing communication strategy they implement.

Comparative Study of Digital Marketing Communication Strategies of Somethinc, Scarlett Whitening, and Skintific Brands Through TikTok Live Streaming Media

This study aims to analyze and compare digital marketing communication strategies used by Somethinc, Scarlett Whitening, and Skintific brands through TikTok Live. The research method used is a qualitative study by applying media content analysis methods using STP (Segmentation, Targeting, Positioning) and S-W-O-T (Strengths, Weaknesses, Opportunities, Threats) analysis. The research data was obtained through observation of content and interactions that occurred during live broadcasts on TikTok Live.which included digital media characteristics, convergence, and digital media elements. The results of this study show that the three brands have different approaches in their digital marketing strategies through TikTok Live. In this research, we compared digital marketing strategies between Somethinc, Scarlett, and Skintific brands through TikTok Live. The results showed that each brand has a unique approach in their digital marketing strategy through TikTok Live. In terms of segmentation factors, these three brands use different approaches. S-W-O-T analysis shows that each brand has its own strengths and weaknesses in their digital marketing strategy. The success of these brands in positioning themselves in the cosmetics industry through TikTok Live is heavily influenced by their ability to leverage internal strengths, overcome weaknesses, seize opportunities, and deal with existing threats.

대규모 재난 시기 발현되는 공동체 미디어의 역할 연구

This study attempted to explore the role of community media by analyzing community media practice activities in response to the COVID-19 disaster. Daegu's community media, Seongseo Community FM <COVID-19 Special Live Broadcast>, was organized to guide and respond to disaster information appropriate to the region during the COVID-19 period. This study analyzed the contents based on the texts of 19 broadcasts of <COVID-19 Special Live Broadcast>. As a result of text content analysis, the role of community media in disaster situations was classified into five categories. First, the community media played a role in informing the situation of the disaster vulnerable. Second, the community media delivered the stories of the community and people who help each other during the disaster. Third, it broadcasted contents containing comfort and empathy to overcome Corona Blue. Fourth, local issues such as disaster support funds and strengthening public medical care in Daegu were discovered and tasks were presented. Finally, the community media played a role in promoting community resilience. Community resilience is not simply about recovering to its previous state, but also presenting new structures and alternatives necessary to respond to future disasters. As the example, with the opening of the Daegu Village Broadcasting in 2021, local residents recognized the importance of the role of community media and formed networks and safety platforms. This study is meaningful as the study to explore the role of community media expressed in disasters. In addition to the Daegu area in the future, research to explore the practice and role of community media in disasters will be needed.

Research on New Media’s Role in Rural Talent Revitalization

The revitalization of rural talents is an important aspect of the rural revitalization effort. With the rapid development of the national economy, rural revitalization has become an essential measure to achieve common prosperity. Talent and employment are crucial issues in the comprehensive revitalization of rural areas. Due to the COVID-19 pandemic, college students are finding it more challenging to secure employment. The pandemic has also led to an increased demand for the Internet and new media, indirectly promoting new media’s spread and development. This article focuses on how new media formats like short videos and live broadcasts can help revitalize rural talents.

(O-39) CIRANDA- HUMAN BEHAVIOR AND SEXUALITY: EXPERIENCE OF A SEXUAL EDUCATION SERVICE IN BRAZIL

Abstract Introduction Sexuality Education is a comprehensive educational process that includes knowledge, skills and values that enable children, young people and adults to make conscious and responsible decisions about their sexual experiences and sexuality. Addresses topics such as biological sex, sexual health care, sexual orientation, gender identity and gender expression. Objective Describe the dynamics of an interdisciplinary service that aims to promote sexual education of people, in person and/or in a virtual environment. Materials and Methods Ciranda-Sexuality and Human Behavior is a sexual education service created in November 2019 by a physiotherapist and a psychologist, specialists in Human Sexuality where together they promote educational actions with a theoretical-scientific basis, in an in-person and virtual environment, such as conferences and conversation circles, live broadcasts and promotion of educational materials, posted through social networks, networks such as Instagram and other communication channels, with the aim of promoting the improvement of the exercise of sexuality by addressing various educational topics. sexual for the population. Results In December 2019, a conversation round was held with the presence of 20 women. With the pandemic, at the beginning of 2020, Ciranda's activities became virtual, where the presence of people from different parts of Brazil and other countries was possible. In March 2020, with the support of a marketing consultant, an Instagram page was developed where we have reached 2035 followers to date, 241 posts with educational content including videos, texts with accessible vocabulary and live streams viewed. In addition, we held talks and roundtables through the Google Meet platform for approximately 100 women. In 2022 we return to face-to-face activities Financing No conflict.

Lexical Variations in the Ewe Language Spoken In Ho in the Volta Region of Ghana

The study was conducted to investigate the lexical variances observed in the Ewe language spoken among the Ho group. This study aims to examine the observed variations in speech patterns among both indigenous individuals and immigrants residing in the vicinity of Ho, the capital city of the Volta Region. The data analysis used the application of Labov's variationist theory from 1996 and Giles' speech accommodation theory from 1973. Information was gathered from native communities and those who had migrated to the area under investigation. The research employed a qualitative methodology and utilized purposive sampling procedures. The data were acquired through the utilization of observational methods, interviews, and the analysis of live radio broadcasts. Investigations have uncovered substantial regional and social disparities in the Ewe language spoken in Ho, leading to the utilization of distinct linguistic characteristics in everyday communication. The dialects within the speech community exhibit lexical, phonological, and grammatical diversity. There are some lexicons that the three dialects share, while others are unique to only two of the three dialects. Additionally, there are certain lexicons that are different from one dialect to another. The study provides confirmation that the dialectal backgrounds of language users within the speech community do not have an impact on the issue of mutual understanding. This is evident from the fact that the Eedome, Aŋlↄ and Tↄŋu dialects can be considered as being mutually intelligible. Keywords: Lexical, variation, ewe language, Eedome and Tↄŋu or Aŋlↄ, Tↄŋu, Ho

Perspectives and a plethora of New Educational and Entrepreneurial Approaches between 2020–2023 in Andhra Pradesh, India

COVID-19 has pushed 75 million Indians back into poverty; the risk-control decisions to slow down thevirus by the Indian government have adversely affected the education system in the country and led studentsinto temporary 'home-schooling' situations in 2020–2021. The present study focused on the inconveniencecaused to students living in Visakhapatnam, identifying the technology that has prompted new examples ofeducational innovation and its impact on the trajectory of learning innovation and digitization in the Indianeducation system, on a random sample of 309 students from 8 schools under the public, private, and unaidedcategories. The sample size calculated on a sample of 'n' student beneficiaries is n = z2*p q /d2 (calculated onn = the desired sample size, z = the normal standard deviation, p = the proportion in the target population, andd = absolute precision or accuracy). The data was analysed using a mixed methodology, using a quantitativesampling method by sending an online questionnaire and qualitatively measuring the responses of the targetgroup by percentage. The centuries-old, classical, or lecture-based approaches to teaching methodology,entrenched institutional biases, and outmoded classrooms are still prevalent in some poverty-strickenregions and developing states like Andhra Pradesh in India. In 2023, the education system continued topractice learning anywhere, at any time. Learning outcomes with digital education in various formatspositively impact education. The classical in-person classroom can complement new learning modalities,from live broadcasts to 'educational influencers' to virtual reality experiences. Bridging the gap betweenclassical and contemporary teaching methods, improvising learning, and heading towards lifelong learningby making it a habit integrated into daily routines is valid and should be made a lifestyle.

The effects of live streamer's expertise and entertainment on the viewers' purchase and follow intentions.

This study explores the impact of two characteristics of streamers-expertise and entertainment-on viewers' purchase intention and follow intention in live-streaming e-commerce, with a specific focus on viewers' trust and flow experience as two mediators and viewers' optimal stimulation level as a moderator. We implemented a methodological approach where participants were randomly directed to enter a live broadcast room and watch a 10-min live session before engaging in a structured questionnaire. 399 valid questionnaires were collected from the participants. These 399 valid questionnaires were subsequently utilized to validate the research model using structural equation modeling (SEM). The results suggest that streamer expertise and entertainment enhance viewers' trust and flow experience, which then leads to an increase in their intention to make a purchase and continue following the streamer. Furthermore, the viewers' optimal stimulation level acts as a moderator in the connections between streamer characteristics and viewers' trust and flow experience, suggesting that individual differences among consumers affect how they respond to streamer characteristics. From the dual perspectives of the streamer and the viewer, this study provides a more comprehensive theoretical perspective on customer behavior in live streaming commerce by not only focusing on consumers' short-term, transactional behavior inclinations but also long-term, relational behavior intentions.

PARTICIPAÇÃO E MOBILIZAÇÃO DOS FÓRUNS DE EDUCAÇÃO DE JOVENS E ADULTOS NO YOUTUBE DURANTE A PANDEMIA DA COVID-19: ANÁLISE METODOLÓGICA

In the pandemic context, it has become essential to maintain the actions of social movements, including those related to Education. In this sense, the Forums for Youth and Adult Education (EJA) have maintained and strengthened agendas related to EJA, denouncing, claiming, and creating networks of solidarity through live broadcasts on YouTube. Based on ongoing research on the mobilization of Youth and Adult Education Forums on YouTube and the narratives of individuals during the Covid-19 pandemic in the years 2020 and 2021, the article points out methodological aspects adopted based on Content Analysis. The article introduces the research topic on the performance of EJA Forums in live broadcasts and their interaction with individuals from different sectors concerned with the learners of EJA. The techniques used to access these materials are then presented, advancing in the stages of the methodology used. The article explores the process of data collection and organization, essential in the pre-analysis stage of Content Analysis. The account of the procedures for data collection demonstrates the paths taken to create a method in which efforts were made to reconcile web and programming tools, which were found to be essential for conducting the research, confirming the importance of learning about the transformations brought about by digital technologies.