Live Streaming Content Research Articles

Research on Social Live Broadcast pps in Thenew Media Era

With the rapid growth of digital media, online social live streaming, as a new means of information exchange, has penetrated into our daily lives and has been widely used in various industries such as enterprise marketing, online teaching, and folk culture inheritance. This article provides a preliminary introduction to the concept, attributes, and classification of online social live streaming, and explores the application strategies in product promotion, online learning, and cultural promotion. When examining the current development status of social live streaming, a series of problems have been discovered, including the proliferation of vulgar information, user privacy and security issues, and intellectual property infringement. Suggestions have been put forward to improve the regulatory system for social live streaming content, strengthen user privacy and security protection, and promote the sound legal system, in order to promote the healthy and orderly development of social live streaming in the new media era and provide reference and inspiration for the industry.

Gamer publics: live-stream debate networks and the mediation of argument in the digital attention economy

This paper evaluates how live-streaming content creators use debate to hail their audience into “gamer publics,” deliberative spheres shaped by the practices of gaming culture. In the wake of reactionary currents like Gamergate, dominant gaming spaces traffic racist and sexist ideation. Some live-streamers host debates using gamer vernacular in an effort to challenge that hegemony. To evaluate their content production as public practice within gaming culture, I situate my rhetorical analysis of a diverse selection of live-stream debate content within the digital attention economy of live-streaming platforms. I argue that live-stream debate content reinforces the reactionary hegemony of gamer culture by taking its politics of attention for granted. By comparing different techniques of moderation, I explain why formal systematization fails to establish sustainable deliberation among gamers. Placing content creators’ arguments and chat reactions in conversation, I find that gamer publics face limitations upon their public imagination imposed by the symbolic constraints of gamer culture and the infrastructural impositions of live-streaming platforms in the attention economy. I elucidate how rhetoric should modify its appreciation of the multiple public sphere by scrutinizing the means by which participants construct, accumulate, and retain attention on digital media.

Analysis on the Problems and Countermeasures of Digital Live Streaming and Sales of Citrus in Meishan City

This article mainly studies the problems and countermeasures of digital live streaming of citrus in Meishan City. By analyzing the current situation of citrus resources and government support for agricultural products in Meishan City, this paper explores the development status of digital live streaming and sales of citrus in Meishan City. At the same time, through the analysis of the survey and statistics on digital live streaming sales of citrus in Meishan City through a questionnaire survey, the existing problems were revealed, including low visibility, uneven live streaming content and quality, and imperfect after-sales service. In response to the existing problems, this article proposes corresponding countermeasures and suggestions from aspects such as brand image, infrastructure construction, after-sales service, and digital marketing.

Unveiling the forces behind exercise intent in sports and fitness live streaming: a combination of symmetric and asymmetric modeling approaches

PurposeThis study aims to answer the following research questions: (1) How do features of sports and fitness live streaming content influence individuals’ viewing experiences? (2) How do these antecedents interact with each other to influence individuals’ intentions to exercise in the context of sports and fitness live streaming?Design/methodology/approachWe employed both symmetric (PLS-SEM) and asymmetric (fsQCA) analyses using data from 886 participants. A mixed approach addresses the complex nature of the decision-making process among sports and fitness live streaming users.FindingsThe findings reveal that individuals’ appraisal of their interactions with sports and fitness streamers (i.e. instant feedback, interactivity) significantly affects their perceptions of telepresence, entertainment, and flow. These, in turn, positively influence their intention to exercise in live sports and fitness streaming sessions. The study also uncovers various combinations of causal conditions leading to exercise intention, a detail overlooked by the PLS-SEM method alone.Originality/valueThis research contributes to the literature on cognitive appraisal theory, particularly in the context of sports and fitness live streaming, by integrating symmetric and asymmetric analyses. Practically, strategic implications are provided for practitioners in sports and fitness industry.

Research on the Impact of Social Media Live-Streaming on Consumer Purchasing Behavior and Its Coping Strategies

Due to the rapid development of network technology and the popularity of live-streaming, more and more businesses and individuals are using live-streaming to promote their products, giving rise to a new marketing model of social media live-streaming. Based on the social media live-streaming market, businesses or enterprises focus on tapping into new consumer demand, and social media live-streaming marketing has gradually expanded into various fields. Based on the SOR theory, this paper discusses how to improve the coping strategies of consumer purchasing behavior through social media live-streaming by analyzing the representative factors affecting consumer purchasing behavior such as anchors, brands, and live-streaming content in social media live-streaming. The results of this study will contribute to a better understanding of the relationship between social media live-streaming marketing models and consumer purchasing behavior and will help to reveal the potentials and limitations of social media live-streaming, thus providing valuable ideas and scientific basis for social media live-streaming marketing strategies.

To Gift or Not: Understanding Gifting Behavior on Live Streaming Platforms from the Perspective of Social Influence and Herding

Live streaming has been increasingly popular worldwide, with gift-giving emerging as a pivotal revenue stream for many streamers. While prior research has delved into the influence of streamers’ emotions and viewer-streamer interaction on viewers’ gift-giving behaviors, we suggest that peer viewers also play an essential role. In line with the principles of social influence and herding theory, the behaviors of peer viewers and the size of the viewing group are integral factors shaping individual behaviors. Hence, in the context of lives streaming, we focus on examining the impact of peer viewers’ gift-giving behaviors and the audience size on the gift-giving behaviors of individual viewers, respectively. Additionally, we examine the moderating role of viewers’ identities. We collected data from a popular live streaming platform in China and employed a panel regression model based on a sample of 651,678 viewers. This study contributes to the gift-giving literature by revealing the influence of peer viewers on focal viewers’ likelihood of gifting, gifting frequency and gifting value, and the moderating effect of viewers’ identities. Overall, these results have significant implications for both the theoretical understanding of social influence and herding in online setting, as well as the practical implications for future live streaming management. Future research could delve deeper into understanding the impact of various types of live streaming content and cultural differences on individual’s gift-giving behavior.

The Power of Influencers: How Does Influencer Marketing Shape Consumers’ Purchase Intentions?

In the current digital wave, social media is not only a hub for information exchange but also a shaper of new business marketing models, as is especially evident in the trend towards light and healthy eating. The influence of the influencer economy on consumer purchasing decisions is increasingly pronounced. This paper systematically investigates the impact of influencer marketing on consumer purchase intentions in social media utilizing the Consumer Attitude Theory. Through a sample survey of 654 consumers and empirical analysis using the fuzzy comprehensive evaluation model, the results show that the influencers’ credibility and professionalism and consumers’ satisfaction with live-streaming sales by influencers have a significant positive impact on enhancing consumers’ purchase intentions. To enhance consumers’ purchase intentions, this study suggests that influencers should transparently disclose their collaborations with brands, showcase the positive experiences of other users, and use relevant research and data to support their product recommendations in order to enhance their credibility. Simultaneously, influencers need to strengthen product knowledge, improve professional image and reputation, and meet consumer needs through personalized recommendations and carefully designed live-streaming content to promote brand-value enhancement.

The interaction between the anchor and customers in live-streaming E-commerce

PurposeLive-streaming e-commerce is becoming a new way for many consumers to shop. During the live broadcast process, the interaction between anchors and customers plays a decisive role on consumers' purchasing decisions. This study aims to explore how two types of interaction between the anchor and the customers (i.e. task-oriented interaction and relationship-oriented interaction) affect customers' purchase decisions.Design/methodology/approachThe study establishes a model based on online trust theory and multi-sensor interaction theory. To validate the model, we carried out five simulated live-streaming events and collected data through a scenario-based survey of the viewers participating in the live-streaming (N = 244). Structural equation modeling was employed to test the hypotheses.FindingsBoth task-oriented interaction and relationship-oriented interaction have a positive impact on users' purchase decisions through the mediation of virtual touch, emotional trust and cognitive trust. Sense of power has opposite moderating effects on the impacts of relationship-oriented interaction on emotional trust and cognitive trust.Originality/valueThis study enriches the theory of live-streaming e-commerce by demonstrating the decisive roles of two types of anchor–customer interaction, the mediation roles of virtual touch, cognitive trust, and emotional trust in customer purchase decisions, as well as the moderating effect of sense of power on customer decision-making processes. The findings provide practical insights for anchors and live-streaming platforms about how they should arrange live-streaming content to enhance consumer purchasing decisions.

Eksplorasi Interaksi Simbolik Pengemis Online di Ekosistem TikTok

Live-streaming activities on TikTok have developed into the most popular form of content creation today because it is equipped with virtual prizes so that various types of live streaming content have emerged, one of which leads to "online begging" activities. This research used qualitative research methods through symbolic interaction studies by analyzing the relationship between actors (streamers) and audiences. The results of this study show that virtual gifts on TikTok which were originally used as a means of expression & appreciation are then used as a tool to ask for sympathy and empathy. This research also shows that the motivation of gift givers also varies from sympathy to mere entertainment. There are legal and economic aspects and determining factors that support that the phenomenon of begging in live streaming can lead to economic progress, but it does not rule out the possibility of violating the law and being prosecuted according to applicable laws and regulations. This research can be a consideration in forming regulations and intervention strategies for the government and related agencies regarding this phenomenon.

THE DETERRITORIALIZATION CULTURE OF ISLAMIC BOARDING SCHOOLS: A NETNOGRAPHY STUDY OF LIVE STREAMING USERS OF KULIAH IHYA' TEMATIK AND NGARIKSA ON FACEBOOK

The teaching tradition of Islamic boarding schools has encountered deterritorialization. Islamic boarding schools that used to be distinguished by traditionality have transformed the management, financial, and learning traditions following digital developments. This article aims to examine the substantial shift in Islamic boarding school intellectual traditions from traditional to digital, which will then be called 'online recitation’, through live Facebook streaming content of Kuliah Ihya' Tematik (Ihya' Thematic Lectures) and Ngariksa (Questioning). The data were collected through documentation, surveys, and in-depth interviews involving kyai, production teams, and online santri (student) of two Facebook accounts: Ulil Abshar Abdalla (Ihya' Thematic Lectures) and Oman Fathurahman (Ngariksa). Data was analyzed using netnography through investigation, interaction, immersion, integration, and incarnation stages. The results showed values, rituals, heroes, and symbols in the deterritorialization culture of Islamic boarding schools. Followers of the online recitation get a social experience (becoming more sensitive to social issues) and a ritual experience (calmness in living life) after participating in the Ngaji online through live streaming or recorded playback. Research contributes to the development of Islamic communication science where Islamic boarding schools as the oldest Islamic educational institutions in Indonesia can communicate to the wider community about learning activities in Islamic boarding schools through social media which is of great interest to the public.

Cloud‐based video streaming services: Trends, challenges, and opportunities

AbstractCloud computing has drastically changed the delivery and consumption of live streaming content. The designs, challenges, and possible uses of cloud computing for live streaming are studied. A comprehensive overview of the technical and business issues surrounding cloud‐based live streaming is provided, including the benefits of cloud computing, the various live streaming architectures, and the challenges that live streaming service providers face in delivering high‐quality, real‐time services. The different techniques used to improve the performance of video streaming, such as adaptive bit‐rate streaming, multicast distribution, and edge computing are discussed and the necessity of low‐latency and high‐quality video transmission in cloud‐based live streaming is underlined. Issues such as improving user experience and live streaming service performance using cutting‐edge technology, like artificial intelligence and machine learning are discussed. In addition, the legal and regulatory implications of cloud‐based live streaming, including issues with network neutrality, data privacy, and content moderation are addressed. The future of cloud computing for live streaming is examined in the section that follows, and it looks at the most likely new developments in terms of trends and technology. For technology vendors, live streaming service providers, and regulators, the findings have major policy‐relevant implications. Suggestions on how stakeholders should address these concerns and take advantage of the potential presented by this rapidly evolving sector, as well as insights into the key challenges and opportunities associated with cloud‐based live streaming are provided.

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.

What makes esports consumers watch streamers' esports live-streaming contents? Extending the theory of planned behavior

PurposeThis study aimed to understand better what makes esports fans engage with streamers' live-streaming of esports gameplay. This study used the Theory of Planned Behavior (TPB) and additionally adopted streamer identification and esports game identification as moderating variables.Design/methodology/approachData were collected from streamers' esports content streaming viewers over 18 years of age using an online survey in Amazon M-Turk (N = 307). Based on past esports live-streaming weekly watching hours, which range from 1 to 45 h, the participants were divided into lower (n = 152) and higher (n = 155) frequency groups. PLS-SEM and bootstrapping techniques were used to test the moderated mediation relationships among the constructs.FindingsThis study found a negative moderating effect of past watching experience on the relationship between attitudes and behavioral intention, and it positively moderated the path between perceived behavioral control and behavioral intention. Also, it was found statistically significant direct impacts of streamer identification (STI) and esports game identification (EGI) on attitude and subjective norms. While the indirect impact of STI on behavioral intention through attitude was statistically significant, there were no significant indirect impacts of EGI on attitude and behavioral intention through subjective norms.Originality/valueTheoretically, this study extends the TPB model by exploring the two identifications (i.e. streamers and esports games) as antecedents of the focal TPB factors (i.e. attitudes, subjective norms and perceived behavioral control) and the moderating effect of prior experience based on high/low weekly watching frequencies. Practically, content creators of esports live-streaming and live-streaming platform managers can use the study’s findings to develop strategies to nurture their current and future viewership.

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.

The antecedents of customer satisfaction in the live-streaming commerce of green agricultural products.

Live-streaming technology has been widely adopted to promote the sale of green agricultural products. Based on the literature regarding electronic commerce and customer satisfaction, this article integrates expectation-disconfirmation theory and the SERVQUAL model to investigate the antecedents of customer satisfaction and the routes along which the former drives the latter in the live-streaming commerce of green agricultural products. Our results demonstrate that most consumers are satisfied with the live-streaming commerce of green agricultural products, with an overall satisfaction degree of medium to high. In addition, a total of four antecedents are identified, namely commodity, live-streaming platforms, live-streaming contents and supporting services. Among the variables relevant to commodity, "commodity brand building" has the highest weight. Meanwhile, the corresponding variables for live-streaming platforms, live-streaming contents and supporting services are "interface design", "live-streaming atmosphere" and "privacy protection", respectively. Furthermore, live-streaming platforms are found to have the strongest direct influence on customer satisfaction, while commodity is found to have the strongest indirect and total influence on customer satisfaction. The theoretical and managerial implications are discussed at the conclusion of this article.

Commodification of the Elderly in TikTok Live Streaming (TikTok Account Case Study @intan_komalasari92)

TikTok is a social media platform that facilitates live broadcasts that benefit from monetary rewards for content creators. This study aims to analyze the exploitation of older adults in TikTok live streaming, using phenomenological methods with a qualitative descriptive approach. The results show older adults to be talents who beg online in TikTok live streaming content. Driving factors include a desire for attention and income, supported by accessible internet and social media access that broadens the narrative. Social media provides an excellent opportunity for online beggars to attract netizens' attention through sensations and complaining activities due to boredom on social media. The empathy of netizens is the driver of viral online begging content by utilizing the saweran feature. The negative impacts include violating legal norms, undermining human values, and creating unhealthy economic and financial dependence on online begging practices through TikTok live streaming

DEVELOPMENT OF COMPETITIVENESS AND PROMOTION OF WATER HYACINTH (EICHHORNIA CRASSIPES) CRAFT PRODUCTS AS EMPOWERMENT FOR MICRO ENTERPRISE

Binus University, with its mission of "empowering society," successfully implemented an MSME empowerment program focusing on businesses utilizing water hyacinth as a raw material. This program, led by two faculty members from Binus Business School, operated from April to September 2023 and had a profound impact on Ratu Eceng, owned by Mrs. Eiko Darmayanti.The program's digital marketing content training played a pivotal role in transforming Ratu Eceng's business. Equipped with newfound social media skills, she created compelling promotional content, increasing brand visibility and engaging with customers online. Binus University's contribution extended further with the procurement of live marketing studio equipment. This allowed Ratu Eceng to create captivating live streaming content, fostering direct customer interactions and presenting her products in a more personal manner. In summary, Binus University's MSME empowerment program focused on water hyacinth-based businesses has yielded remarkable results for Ratu Eceng. These outcomes encompass improved digital marketing capabilities, enhanced product design, and successful international expansion. This initiative exemplifies how higher education institutions can empower communities by enhancing skills and creating opportunities for MSMEs. Future program recommendations include fostering greater collaboration among MSMEs, maintaining a sustainable international expansion focus, and enhancing impact measurement for continued success in community empowerment initiatives.

PENGARUH LIVE STREAMING ENGAGEMENT TERHADAP CONTINOUS WATCHING INTENTION

The growth of YouTube as one of the live streaming platforms is also accompanied by the rise of the video game trend that utilizes this media as a means of broadcasting game content. Dyland PROS is one of the YouTubers known as a gaming content creator streamer in Indonesia. With 16.1 million subscribers, Dyland PROS channel holds a broadcasting grade of B+. This research employs a quantitative approach. In this study, the analysis is conducted using Partial Least Square (PLS) through the stages of measurement model testing, including validity testing with a minimum outer loading value standard of 0.70 and an AVE (Average Variance Extracted) value above 0.50 to be considered valid. Reliability testing is also performed by examining the Cronbach Alpha or Composite Reliability values, with a requirement of above 0.70 to be considered reliable. Based on the results of this research, it can be concluded that Live Streaming engagement has a proven positive influence on Continuous Watching Intention. To maintain a continuous viewing intention, Live Streaming content must be able to create engagement. Engagement in live streaming content can be achieved through: (1) Content and Form Aesthetics, Communication with Others, Emotional Reactions.

The Impact of E-commerce Livestreaming on the Purchasing Behavior of Chinese Nationals

The onset of COVID-19 in December 2019 dealt a devastating blow to offline consumption. However, it also accelerated the emergence of certain phenomena, including the rapid rise of the e-commerce livestreaming. This represents an innovative exploration of market operations and profit models using new network media. E-commerce live-streaming content aims to convert live video viewers into online store buyers. The main purpose of e-commerce livestreaming is to convert viewers into online store buyers and promote product sales. During the live-streaming process, hosts showcase and introduce products, demonstrate their usage, answer viewers' questions, and enhance their awareness and desire to purchase, thereby achieving promotional goals. In addition, through live streaming interactions and creating a good user experience, e-commerce platforms, and brands can increase user loyalty and brand awareness, and improve market share, and competitiveness. Therefore, e-commerce livestreaming has become an important component of marketing strategies for major e-commerce platforms and brands. However, previous literature pertaining to social media has predominantly focused on issues such as the adoption of social media, user engagement, knowledge contribution, as well as the utilization of social media as a marketing intelligence tool by businesses. There are few discussions about the direct or indirect impact of this content on consumer behavior. This article analyzes the impact of e-commerce livestreaming on the purchasing behavior of Chinese nationals and infers the reasons for the conversion, focusing on one of the more intuitive consumption phenomena.

Direct Selling Di Era Digital Melalui Online Store Di Media Sosial: Studi Pada Konten Live Streaming Tiktok

The development of internet technology in the digital era, has opened up new opportunities for companies both large scale and small and medium scale or MSMEs in marketing or selling their products to reach customers. One of the latest trends that combine aspects of social media, e-commerce, and direct interaction with consumers is the phenomenon of direct selling through live streaming content on the TikTok, which is carried out by online store account owners to offer their products or services. The researcher intends to find out and analyze how direct selling in the digital era on live streaming content from online stores on TikTok social media and how online stores utilize TikTok for direct selling marketing purposes. This research used qualitative research and using content analysis as the method. The research results showed that the types of products or services offered is fashion, beauty, food and consulting services; the number of viewers in live streaming content varies, from tens of thousands of viewers; the direct interaction aspect between the seller and the audience in direct selling on TikTok is very important; the marketing strategies used are varied; as well as the importance of product quality, product planning and stock management in direct selling practices via live streaming on TikTok. Furthermore, the direct selling process with TikTok social media on live streaming content consists of several stages, namely the product preparation stage, broadcast promotion, conducting live broadcasts, interacting directly with the audience as potential buyers, the product purchase transaction process, the product delivery process by the seller or online store as well as product assessments from buyers (testimonials).