Live Broadcast Research Articles

Study on the influence of network live broadcasts on contemporary inland China

Network live broadcasts, a new form of entertainment from the media, have entered the public's vision and have gradually become one of the mainstream entertainment methods for current netizens. It has played a positive role in promoting people's production, life, social and economic development and cultural inheritance. According to the basic view of Marxism, everything is divided into two parts, and network live broadcasts are no exception. As a double-edged sword, network live broadcasts not only promote society but also breed network chaos. For example, the rapid development of network live broadcasts is accompanied by a large number of ethical problems, including pornography, language violence, propaganda and superstition, as well as out-of-context publicity methods of network media, resulting in extremely negative impacts on network live broadcasts. Based on the introduction of network live broadcasts, this paper qualitatively analyses the influence of network live broadcasts in contemporary inland China and explores the positive and negative effects of network live broadcasts to provide a feasible method for the healthy development of network live broadcasts in contemporary China. Research shows that network live broadcasts have both positive and negative impacts on individuals, the economy, culture and society in China. Only with the efforts of the government, individuals and society to build a harmonious, healthy and orderly network environment can the healthy development of network live broadcasts be guaranteed.

What is Livestream Marketing, and How Did It Change the Market?

Since the Covid-19 pandemic, more industries are exponentially moving to the digital realm. Consequently, the marketing strategies of companies are also digitized, with live-streaming e-commerce being one of the most favored marketing structures, particularly in China. Throughout the live broadcast market, beauty, chat, dinner, games, and even all kinds of curiosity can become the main content of the live broadcast and be watched. Still, the e-commerce live broadcast is to sell goods for the purpose, unlike the entertainment live broadcast mode, it is commercial, and the e-commerce live broadcast content marketing is to improve the consumer stickiness through high-quality live broadcast content and interaction to increase consumer purchasing behavior. This paper will mostly discuss the changes in sales and the money put into marketing by a company affected by the appearance of live stream marketing through empirical studies and inferences from such.

Analysis of users’ impulse purchase behavior based on data mining for e-commerce live broadcast

Analysis of users’ impulse purchase behavior based on data mining for e-commerce live broadcast

Analysis of the Influence of Interactive Communication, Consumer Preferences, and Promotional Effectiveness on Purchasing Decisions on the Shopee Live Streaming Features

With the popularity of the live streaming features as a marketing strategy, there is a need to understand in more depth how factors such as Interactive Communication, Consumer Preferences, and Promotional Effectiveness influence consumer purchasing decisions in the context of using Shopee's live streaming feature. It is important to understand how direct interactions between sellers and consumers via live broadcasts influence consumer perceptions of products or services, as well as the extent to which consumer preferences and promotional effectiveness can influence consumer purchase intentions through these features. In this case the researcher uses quantitative research with a comparative causal type because it discusses the cause-and-effect relationship of two or more variables, namely the influence of independent variables in the form of interactive communication, consumer preferences, and online promotions on the dependent variable, namely purchasing decisions with Shopee's live streaming feature. as the object. With Interactive Communication results are related to purchasing decisions because the T statistics value is above 1.96 and the p value is below 0.05 , the consumer preference variable is related to purchasing decisions because the T statistics value is above 1.96 and the p value is below 0.05 . However, the promotion effectiveness variable is not related to purchasing decisions because the T statistics value is below 1.96 and the p value is above 0.05. Streamers or sellers can increase interaction with customers, pay attention to their preferences, and don't just focus on promotions to attract customers.

Leave or stay? Factors influencing consumers’ purchase intention during the transformation of a content anchor to a live stream anchor

PurposeAs live streaming becomes a widely used online sales mode, previously content-centred anchors are attempting to switch to e-commerce live streaming. The purpose of this research was to explore the mechanisms that prompt consumers to stay or leave after content anchors transfer to live e-commerce broadcasts. In addition, we explored the factors affecting consumption from the perspectives of anchors, consumers and the external environment.Design/methodology/approachWe distributed questionnaires to a group of fans who had experienced the transition of content anchors to live streaming and received back 375 valid questionnaires. Using psychological contract theory, we constructed a theoretical model for the scenario in which content anchors transition to live e-commerce broadcasting and analysed the data using partial least squares structural equation modelling (PLS-SEM).FindingsThe results show that circle culture, mainstream culture, initial trust and live streaming content all positively influenced consumers’ attitudes, whilst consumers’ past shopping experiences negatively influenced consumers’ attitudes. The personal charm of the content anchors did not have a significant effect on consumers’ attitudes. Additionally, we found that only anchors with a significant circle culture and good trust levels amongst fans were able to transition to live e-commerce streaming successfully.Originality/valueThis study extends the application of psychological contract theory to the field of e-commerce and describes the transformation of different types of psychological contracts. The paper’s conclusions provide a reference for decision-making and the implementation of transformation by content-based anchors to live streaming, helping them to coordinate their relationships with fans more effectively.

Організація та проведення змагань з армрестлінгу за допомогою програмного забезпечення «ArmRec»

Purpose: to analyze and determine the impact of computerization on the organization and conduct of armwrestling competitions. Material and Methods. The following methods were used in the research: analysis of scientific and methodical literature, documentary sources, publications and Internet resources, programming method. Results: in the course of the research the potential problems and challenges connected with the introduction of computerization in armwrestling were revealed. To achieve the goal, it was determined what functionality modern software should have for conducting and organizing competitions: versatility and compatibility; athlete database; digital passport of the athlete; visualization of information about the competition; integration with television and online broadcasts; statistics of the work of the judging panel; automation of team results calculation and printing of diplomas; export of results to the website; integration with statistical and analytical tools; security and confidentiality. The «ArmRe»c software was developed and implemented in the systematic work of the «Armwrestling Federation of Ukraine». The proposed «ArmRe»c program helped to: visualize pairs and competition schedules; conduct live broadcasts with captions; generate digital passports of athletes; ensure quick printing of diplomas and awards and automatic generation of team results. The implementation of the software for organizing and conducting armwrestling competitions has demonstrated a significant increase in efficiency in all aspects of the competition process. The main advantages of the proposed «ArmRec» program include: optimization of registration and competition management processes; improved interaction with spectators; efficiency in determining results and awarding; increased transparency and fairness. Conclusions. Computerization of the organization and conduct of competitions is a key factor in the development of modern sports, including armwrestling. It not only improves the efficiency and quality of competitions, but also plays an important role in the popularization and development of armwrestling as a sport, meeting the challenges of the digital era and opening up new opportunities for growth and expansion of the audience. Keywords: modern technologies, armwrestling, computerization, organization, competitive activity.

The Role of Shopee Live Discounts: Case Study of Online Seller of Kemaiu Shampoo in Driving Transactions

This research analyzes the role of discounts on the Shopee Live platform with a case study of online shampoo seller Kemaiu. Shopee Live, as an innovative feature of Shopee, allows direct interaction between sellers and potential consumers through live video broadcasts. Discounts are the main focus as a strategy to increase transactions. Using qualitative descriptive methods, this research involved interviews with Kemaiu owners and observations during live streaming on Shopee. The research results show that discounts, such as regular price cuts and vouchers, have a significant role in encouraging potential consumers' buying interest. Shopee Live has proven effective in increasing interactions and transactions. Even though competition is considered low, the existence of the TikTok Shop platform is considered a factor that can influence sales.

Suitcase of Soundscapes: The London Transcription Service and the Packaging of Wartime Sounds for the BBC’s Global Radio Audience

The wartime work of the BBC is widely remembered, but the focus on the live broadcasting of news across Britain and occupied Europe which characterises most previous studies overlooks the extensive production of transcription recordings for both allied and neutral countries during the conflict. Transcription programmes, along with other neglected fields such as library music, have left more robust archival traces than the more celebrated and ‘ephemeral’ live programming, thereby challenging the continued centrality of ‘liveness’ to scholarly understandings of radio as a medium. This article looks at the programmes produced by the BBC’s London Transcription Service (LTS) through the case study of an unstudied collection of wartime discs which are preserved at the Czech Radio Archive in Prague. These programmes, produced by international teams for a truly global audience, offer further insights into the wartime ‘projection of Britain’ and show how the specificities of transcription were used to ensure audiences received an impression of Britain and the Allied cause that was carefully tailored to them.

How does sports e-commerce influence consumer behavior through short video live broadcast platforms? Attachment theory perspective

PurposeBased on the “S-O-R” and attachment theories, this paper constructs a research model of the platform attribute factors of sports short video live e-commerce on consumers' psychological conditions, and explores how platform attributes affect consumer behavior through consumer attachment.Design/methodology/approachThe study carried out questionnaire survey through the “snowball” method, and a total of 422 valid questionnaires were collected. The paper uses SPSS 26.0 and AMOS 26.0 to adapt the data and model, and adopts the method of structural equation modeling for analysis.FindingsThe research results show that the interactivity, identity, personalization and entertainment of live sports e-commerce platforms can actively stimulate consumer attachment, and directly drive their consumption behavior through their attachment.Practical implicationsExamining the platform attributes and system functions of short video live broadcast e-commerce from the perspective of consumer attachment can help sports e-commerce understand consumers' needs and satisfaction with the functions provided by the platform. Through timely optimization and improvement of system functions, the platform will make the connection between consumers and e-commerce closer, thereby increasing consumer stickiness and promoting the vigorous development of sports e-commerce.Originality/valueThis study identified and defined the platform attributes contained in the sports live broadcast e-commerce platform, combined the S-O-R model with the attachment theory, expanded the analytical framework of the S-O-R theory and made contributions to the extension of the attachment theory.

ТРАНСФОРМАЦІЯ ТЕЛЕВІЗІЙНОГО ВИРОБНИЦТВА ПІД ЧАС НАДЗВИЧАЙНИХ СИТУАЦІЙ В УКРАЇНІ: РЕЗУЛЬТАТИ ОПИТУВАННЯ

<p><strong><em>Research aim: </em></strong><em>to characterize the changes in the preparation and broadcasting of the news audiovisual product by Ukrainian television broadcasters and which technologies have become key in providing live broadcasts, live feed, feedback from the audience, etc. during the extraordinary events in the country, namely Covid-19.</em></p><p><strong><em>Research methodology. </em></strong><em>A survey method was used to find out changes in media production and broadcasting. The results were interpreted in the form of tables and diagrams through the method of comparison and systematization. The descriptive method was used during the presentation of the research results.</em></p><p><strong><em>Results. </em></strong><em>The analysis of scientific literature made it possible to distinguish three main stages of media content production and to structure theoretical knowledge on the organization of broadcasters’ activities in the Ukrainian information space. Considered how today’s challenges – emergency situations in Ukraine – affected the technology of creating news media content and what changes became necessary in the system of transmission of multimedia content. The proposed results of the survey clearly demonstrate how broadcasters chose acceptable ways to organize news production in difficult periods for the country and how innovations in the field of telecommunications, digital technologies, satellite communications and new information processing technologies contributed to regular broadcasting. </em></p><p><strong><em>Scientific novelty. </em></strong><em>In the period of emergency situations, starting with the challenges of the Covid-19 pandemic and continuing through the full-scale invasion of the Russian Federation into Ukraine, news content is extremely important for users. Prompt delivery of information has become a challenge for broadcasters, as audiovisual content has become more difficult to create due to a number of circumstances. Although thanks to information technologies, the system of news’ collecting and distributing has become simpler, the question of their form and content and the quality of information services to meet the needs of various reading and viewing audiences has arisen. So, the transformational changes in television production have been an interesting experience to study. </em></p><p><strong><em>Practical value.</em></strong><em> The results of the research can be used in the process of studying communication courses, the work of newsrooms on television, media production and audiovisual product creation technologies, as well as by media practitioners in issues of interaction with the audience.</em></p><p><strong><em>Key words</em></strong><strong><em>:</em></strong><em> media production, news content, newsroom, live broadcast, media reality, audience, television broadcaster.</em></p>

Television Journalism: Information Technologies during Distance Education

<p><strong><em>The purpose of the article</em></strong><em> is to analyze new forms and methods of distance education for television journalism students in a higher education institution during the Covid-19 pandemic and the use of modern digital technologies for the production of audiovisual content during the full-scale invasion of Ukraine by Russia.</em><em></em></p><p><strong><em>Research methodology. </em></strong><em>A set of methods was used in the course of the research. The description of distance learning technologies is based on the analysis, synthesis and systematization of the material; the method of comparison has become the key in the study of modern mobile applications as the main tools in the acquisition of practical skills and abilities by prospective television journalists.</em></p><p><strong><em>Results.</em></strong><em> The formation of new approaches to online teaching of practical television journalism courses is an urgent need nowadays. The systematization of the research results shows that distance education in times of emergency in Ukraine has become one of the most effective learning technologies, and it is developing quite rapidly due to advances in information technology and computer hardware. Today, the Moodle e-learning system is a powerful platform for mastering a number of practice-oriented courses. At the same time, new tools and instruments are emerging to help develop practical skills in the chosen specialty. Thanks to a number of mobile applications with various editors, prospective TV professionals can use in practice their library and a fairly wide range of both traditional and more complex functionality: Emotion Sense Technology (Magisto), 4D special effects (Likee), live broadcasts, filming and simultaneous publication of audiovisual content on the web, etc.</em></p><p><strong><em>Novelty. </em></strong><em>Analyzing the best practices of teaching professional disciplines in television journalism in a distance format and finding new forms and methods for mastering these practical courses is the way to provide quality educational services and the key to successful graduate fulfillment in the media industry.</em><em></em></p><p><strong><em>Practical significance. </em></strong><em>The use of modern technologies and mobile applications in distance education (along with available educational and methodological materials) will help students acquire the set of practical skills necessary for further independent work, despite the challenges of today.</em><em></em></p><p><strong><em>Key words: </em></strong><em>television journalism, distance learning, digital technologies, mobile applications, media content production, distance media education.</em></p>

Evaluation of Influencing Elements on Merchandise Pricing During Internet Celebrity Live Streams: A Game Theoretical Approach

Live broadcasting with goods has become the mainstream form of product marketing, and the pricing problem in live broadcasting with goods has attracted attention. Based on the game model constructed by brand and online celebrity, this paper analyzes the influence of live broadcast with goods on product pricing factors. The model includes pure retail mode and adding live-stream mode. The optimal pricing of the two modes is discussed when the participants pursue the maximum profit and the factors influencing the optimal pricing are discussed. The results show: the factors that affect the pricing of products increase after adding live broadcast with goods, including the effort of the anchor, the fan conversion rate and the proportion of commission. Based on the conclusion of the study, the following suggestions are made: After adding live broadcast with goods, the brand should not be limited to the cost and demand of products when making pricing decisions; When selecting online media, the brand should consider both the effort of the anchor and the conversion rate of anchor fans; When negotiating the commission percentage with the brand, the anchors should properly measure their efforts.

A Study of Impact of Consumer-Perceived Value on the Sales and Marketing Performance of Skincare Enterprises in the Context of E-commerce Live Streaming Using Consumer Trust as a Mediation

Background and Aims: According to the National Bureau of Statistics, the size of China's e-commerce market was 32550 billion yuan in 2018. By 2022, the size of China's e-commerce market had reached 47570 billion yuan, with annual growth rates of 13.57%, 9.46%, 7.1%, 10.4%, and 12.9%. More and more enterprises are choosing to open e-commerce live-streaming services. This paper aims to study the relationship between consumer perceived value and marketing performance in the skin care product e-commerce live broadcast room. Relationship between consumer trust and marketing performance in the skin care products e-commerce studio. Materials and Methods: This article analyzes the relationship between consumer value perception, consumer trust, and skincare marketing performance in the context of e-commerce live streaming through literature research and empirical analysis. Results: Through empirical analysis, it can be concluded that there is a positive relationship between consumer perceived value and marketing performance in skincare e-commerce live streaming rooms; There is a positive relationship between consumer trust and marketing performance in the live streaming room of skincare e-commerce; Consumer trust in skincare e-commerce live streaming rooms can serve as a mediator between perceived value and marketing performance. Conclusion: Advancements in technology, particularly the rise of live video in online shopping, have reshaped consumer preferences. Price sensitivity takes precedence over experiential factors, especially in skincare products, where lower live broadcast prices significantly boost consumer engagement and drive purchase decisions.

Peran Beauty Influencer Dalam Meningkatkan Minat Beli Produk Make Up Pada Generasi Z

In recent years, the development of commercial communications and live broadcast events on television has attracted a lot of attention from the public, especially the younger generation. Is a Trend in today’s digital world across various social media platforms, creating an opportunity for brands to market through social media influencers, many artists or athletes getting involved with the product and delivering their reviews so that many target audiences. We call beauty influencers. Currently, generation Z will tend to look at reviews from beauty influencers before they buy a product. This research aims to see the effect of beauty influencers on customer purchase intention in cosmetic products. This research on Generation Z. The sample was 100 respondents using purposive sampling. The data will be processed using regression. The results show that the role of beauty influencers can increase the purchase intentions of Generation Z partially or simultaneously and influences 87.6% and the remaining 12.4% is influenced by other variables not examined in this research.
 
 Keywords : beauty influencer, purchase intention, gen z

A robust and efficient citrus counting approach for large-scale unstructured orchards

CONTEXTAccurately detecting and counting fruits is essential for orchard yield estimation and smart management. However, two drawbacks are inherent in the current citrus counting algorithms: First, the robustness needs to be improved, particularly illumination changes and dense occlusion. Secondly, the actual operating efficiency of the system is low. OBJECTIVETo tackle the above issues, this paper proposed a robust and efficient fruit-counting pipeline based on Unmanned Aerial Vehicle (UAV). METHODSFirst, to obtain UAV video streaming data online, a live broadcast platform and a flight control Application called FlyCounter were developed. Secondly, the Illumination-Adaptive-Transformer network is used to enhance the low-illumination citrus image in real-time. Then, for the specific challenging scenario, a novel model named Fruit-YOLO is designed to accurately detect citrus in data streams. Finally, the DeepSORT is adopted to track and count fruits in video sequences. RESULTS AND CONCLUSIONSThe results indicate that for detection performance, the P, R and mAP of the Fruit-YOLO of input enhanced image are 0.898, 0.854 and 0.929 respectively, which are 1.7%, 4.6% and 3.5% higher than the original image respectively. Regarding counting performance, for the daytime and evening scenes, the ID switch, MOTA and Error Mean of the pipeline are 63.7, 0.86 and 9.81% respectively. The MAPE of the offline and online operations of the pipeline are 4.36% and 12.66% respectively. The time and resources consumed by the system under parallel operations with different numbers of UAVs were analyzed. SIGNIFICANCEIn this study, an online counting pipeline based on UAVs that can work in low-light scenarios is implemented for the first time. The system has good performance in both daytime and nighttime scenarios, enabling efficient counting in orchards and extending operating time.

The influence of streamers' physical attractiveness on consumer response behavior: based on eye-tracking experiments.

Live streaming marketing has become a popular topic of academic research. However, relatively few studies have been conducted in terms of the physical attractiveness of streamers, and even fewer studies have analyzed the changes in cognitive-emotional mechanisms that affect consumer response behavior. Based on SOR theory and cognitive-emotional system theory, this study proposes a theoretical research model and analyzes the internal mechanism of streamers' physical attractiveness affecting consumers' response using a combination of eye-tracking experiments and questionnaires. The results showed that: compared to streamers with lower physical attractiveness, consumers pay longer attention to streamers and products with higher physical attractiveness, and their response behaviors (continued watching intention, continued engagement intention, and purchase intention) are more active; compared to consumers with low involvement, consumers with high involvement pay longer attention to the product and perceive the process for a longer period of time; and quasi-social interaction and the flow experience play the role of a chain mediator between streamers' physical attractiveness and consumers' response behaviors. This study not only has certain theoretical significance for expanding the applicable boundaries of the physical appearance halo effect, but also has important practical significance for live broadcasting e-commerce companies to effectively adopt visual marketing and enhance customer retention.

Greek legacy media organizations in the digital age: a historical perspective of web tool adoption (1990s–2023)

This study examines the adoption of web tools by Greek legacy media organizations from a historical perspective, covering the period from the 1990s to 2023. The study employs a mixed-method approach, including a literature review, content analysis of websites, and survey of social media and application use in two time-points. The results reveal that Greek legacy media have embraced web 2.0 technologies, such as tags, live broadcasting, and on-demand content. However, the study also identifies some areas for improvement, including the need to create more interactive public discussion environments and explore new technologies such as podcasting and new platforms.

Research on the Optimization Measures for Live Marketing of Domestic Beauty Brands-Taking Huaxizi as an Example

The online celebrity live streaming marketing model is a new marketing model. This paper takes Huaxizi as an example to analyze the main problems in the online celebrity live streaming marketing of domestic beauty brands, and propose effective optimization strategies. Research has found that there are four issues with online celebrity live streaming marketing: a lack of reasonable planning, a single online celebrity live streaming method that is prone to aesthetic fatigue, exaggeration of product functions to induce consumers to purchase, and a serious low feasibility of commercialization of online celebrity live streaming content. And specific suggestions and countermeasures were given for these four issues: make a good live broadcast plan in advance and remind the broadcast to start in a timely manner; increase the marketing content and methods of online celebrity live streaming, and innovate through innovation; remind consumers to consume reasonably and ensure product quality; and online celebrity live streaming needs to maintain a balance between content and business. Finally, it is expected that this article can provide reference case inspiration for the research on the online celebrity live streaming marketing model of domestic beauty industry brands, and bring certain reference value to relevant enterprises in the industry.

Analysis of Influencing Factors on Impulsive Buying of Teenagers Live Streaming: An Example from Taobao Live Streaming

The study focuses on the consumption behavior of teenagers live online shopping, taking Taobao platform as the research sample, and analyzing the development status of Taobao live platform to analyze and summarize the factors influencing teenagers impulsive buying. The study shows that the factors influencing teenagers live impulsive buying are characterized by the three-dimensional feature of service-price-experience.(1)The immaturity of teenagers ability to discriminate is easily influenced by external factors, which promotes impulsive buying; teenagers blindness, comparison and herd-like consumption psychology also induces impulsive buying.(2)Live platform quality after-sales service and risk monitoring can enhance the youths sense of trust in consumption, impulsive buying has a promotional effect; Live broadcast process anchor professional services and emotional interaction also has a promotional effect on the youths impulsive buying.(3)Price is the primary factor to stimulate teenagers impulsive buying, and live shopping can relatively reduce the shipping cost and bring commodity price discounts.(4)The development and application of new technology and new functions can enhance the experience and fun of teenagers live shopping, improve their sense of identification with commodities, and have a promoting effect on impulsive buying.

Crianças na pandemia: contribuições do Curso Nacional de Saúde Mental e Atenção Psicossocial na COVID-19

Abstract Objective Considering the psychosocial repercussions of the COVID-19 pandemic on children, this case study aims to describe the work process involved in the construction and execution of the Children in the COVID-19 Pandemic module, which comprised the National Course on Mental Health and Psychosocial Care in COVID-19, hosted by the Fundação Oswaldo Cruz. Method Data from the materials that made up the module (booklet, video lesson, forum, and live broadcast), the profile of those enrolled, as well as emerging themes from participants' questions and comments (forum and live broadcast) were analyzed. Results Thirty-one percent of the course participants, who were predominantly female psychologists, completed the module. The booklet, developed with an accessible language, met the general guidelines for the development of manuals aimed at providing guidance on health care, seeking to address emerging demands in order to qualify the care for children in the context of COVID-19. Conclusion There was a great diversity of themes addressed in the material resulting from the forum and the live broadcast, which were discussed in order to contribute to the planning of psychosocial care strategies aimed at mitigating the negative repercussions of the pandemic on child development, as well as to offer a space for sharing knowledge and experiences on professional practice during this major public health emergency.