Social Streaming Research Articles

Investigating social streaming app dependency: a mixed-methods analysis

PurposeThere is a dearth of knowledge regarding how user dependency offers valuable resources to develop the intellectual capital of social streaming apps (SSAs) companies. This study aims to integrate major conceptual components of the UandD model, identify contextualized goal-oriented SSA dependency and empirically evaluate their interrelated user-dependency relationships in the SSA context.Design/methodology/approachA mixed-methods approach was utilized in this study. First, user gratifications were elicited through a qualitative approach, considering the exploratory stage of the SSA phenomenon. Second, statistical methods were applied to investigate and extract the sub-dimensions of SSA dependency. At last, a research model was developed grounded on the UandD model and empirically validated using the quantitative approach.FindingsThe results validated the gratification-dependency-attitude-behavior relationships hypothesized by the UandD framework in SSA. The role of user-SSA dependency in enhancing intellectual capital in the social media industry has been highlighted in this study.Research limitations/implicationsThis research not only provides an opportunity for the UandD model to realize its theoretical potential as envisioned by scholars but also contributes to the scholarship on social streaming apps and media dependency theory by conceptualizing goal-oriented dependency in SSAs.Practical implicationsThe research results will guide digital media practitioners to a more nuanced understanding of the relationships between their users and modern digital media apps and thus empower the practitioners to better manage their intellectual capital based on the facilitation of their users’ dependency.Originality/valueThis work is one of the pioneers in contextualizing the UandD model in the SSA field, refining and measuring the SSA dependency and its distinct subdimensions and employing mixed-methods to offer a comprehensive understanding of how user dependency boosts intellectual capital in the SSA industry.

Efficacy of Social Streaming Training on High School Boys' Aggression and Perceived Stress

Efficacy of Social Streaming Training on High School Boys' Aggression and Perceived Stress

How COVID-19 changes the way we approach pedagogy for translation

Abstract With the rapid development of digitisation and the dominance of social streaming platforms, the way we approach pedagogy for translation has changed significantly, especially under the circumstances of COVID-19. Teaching traditionally in the classroom seems insufficient to account for today’s overall distance learning atmosphere. Combined online and offline teaching models, this paper borrows the concept of “multimodality”, developed by Kress and van Leeuwen (2001, 4), to capture “when and how technologies are specialised or multi-purpose” in the application of remote teaching and learning for translation. Therefore, this article describes a teaching project which investigates the insights into three critical components inspired by non-professional subtitling and dubbing into a formal teaching context. These are a two-step pre-course preparation: a student-led questionnaire and an in-class quiz, the teamwork production of AVT works and a final post-reflection targeted at oral presentation and written review. Pedagogically, this collaborative approach enables students to improve translator competence, cultural awareness and technological capacities.

Esports and Visual Attention: Evaluating In-Game Advertising through Eye-Tracking during the Game Viewing Experience.

In recent years, technological advances and the introduction of social streaming platforms (e.g., Twitch) have contributed to an increase in the popularity of esports, a highly profitable industry with millions of active users. In this context, there is little evidence, if any, on how users perceive in-game advertising (IGA) and other key elements of the game viewing experience (e.g., facecam and chat) in terms of visual attention. The present eye-tracking study aimed at investigating those aspects, and introducing an eye-tracking research protocol specifically designed to accurately measure the visual attention associated with key elements of the game viewing experience. Results showed that (1) the ads available in the game view (IGAs) are capable altogether to attract 3.49% of the users’ visual attention; (2) the chat section draws 10.68% of the users’ visual attention and more than the streamer’s face, known as a powerful attentional driver; (3) the animated ad format elicits higher visual attention (1.46%) than the static format (1.12%); and (4) in some circumstances, the visual attention elicited by the ads is higher in the “Goal” scenes (0.69%) in comparison to “No-Goal” scenes (0.51%). Relevant managerial implications and future directions for the esports industry are reported and discussed.

How the intensity of the immersive experience impels the extent of Social Streaming App dependency? An empirical assessment with mediation and moderation effects

With the rapid growth and popularity of Social Streaming Apps (SSAs) worldwide, it is valuable for scholars to understand the links between immersive experience provided by SSA, users’ attitudes towards SSA, and the resultant SSA dependency. Although unexplored in the SSA context, previous research has indicated the significance of immersive experience and its influence on user’s specific behavior through user attitude. The present study employs Structural Equation Modelling, by using 459 samples from a survey, to explore how the intensity of immersive experience can influence the degree of user dependency on SSA. Results indicate that immersive experience is positively associated with users’ positive attitudes towards SSA, which would lead to SSA dependency. In addition, this study also found out that users’ favorable attitude partially mediates the relationship between immersive experience and solitary play dependency. Whereas, attitude fully mediated the relationship between five out of six dimensions of SSA dependency. Furthermore, to better comprehend the intervening relationships between immersive experiences, user attitude, SSA dependency, the study also conducted a moderation analysis taking frequency of use as a moderating variable. The results illustrate that a high frequency of use is a strong psychological indicator for SSA dependency. This supports the importance of considering actual behavior along with their psychological states when examining users’ immersive experience and their SSA dependency.

소셜 라이브 스트리밍 스포츠방송 BJ 브랜드 이미지 척도개발 및 타당화

본 연구의 목적은 스포츠의 특성을 고려한 소셜 라이브 스트리밍 스포츠방송 BJ의 브랜드 이미지 척도를 개발하여 타당성 및 유효성을 확보하는 것이다. 연구의 목적을 달성하기 위하여 소셜 라이브 스트리밍 스포츠방송 BJ의 브랜드 이미지에 영향을 미칠 수 있는 요인을 40편의 관련 선행연구 분석으로 추출하였으며, 델파이 조사기법, 확인적 요인분석을 통해 다차원적이고 위계적인 요인구조를 검증하였다. 또한, 총 5단계의 절차를 거쳐 척도의 타당도(내용 타당도, 집중 타당도 및 판별 타당도)을 확보하였다. 본 연구는 소셜 라이브 스트리밍 스포츠방송 시청자 대상으로 총 413명 표본을 수집하였으며 AMOS 25.0, SPSS 25.0을 활용해 분석을 시행하였다. 그 결과, 첫째, 소셜 라이브 스트리밍 스포츠방송 BJ의 브랜드 이미지는 37개 문항으로 타당하게 측정되었다. 둘째, 소셜 라이브 스트리밍 스포츠방송 BJ의 브랜드 이미지는 목소리, 커뮤니케이션 능력, 몸짓스피치스킬, 유머, 관계에 대한 노력, 음성스피치스킬, 스포츠 지식, 경제적 성과, 자아 일치성 및 외모의 10개 하위요인으로 구성되며, 이는 스포츠 BJ의 퍼포먼스, 스포츠 BJ의 매력성, 스포츠 BJ의 상업적 가치의 3개 상위요인으로 구성되었다. 셋째, 확인적 요인분석 및 구조방정식 분석을 통해 소셜 라이브 스트리밍 스포츠 방송 BJ의 브랜드 이미지의 다차원적이고 위계적인 요인구조를 규명하였다.

Tracking Disaster Footprints with Social Streaming Data

Social media has become an indispensable tool in the face of natural disasters due to its broad appeal and ability to quickly disseminate information. For instance, Twitter is an important source for disaster responders to search for (1) topics that have been identified as being of particular interest over time, i.e., common topics such as “disaster rescue”; (2) new emerging themes of disaster-related discussions that are fast gathering in social media streams (Saha and Sindhwani 2012), i.e., distinct topics such as “the latest tsunami destruction”. To understand the status quo and allocate limited resources to most urgent areas, emergency managers need to quickly sift through relevant topics generated over time and investigate their commonness and distinctiveness. A major obstacle to the effective usage of social media, however, is its massive amount of noisy and undesired data. Hence, a naive method, such as set intersection/difference to find common/distinct topics, is often not practical. To address this challenge, this paper studies a new topic tracking problem that seeks to effectively identify the common and distinct topics with social streaming data. The problem is important as it presents a promising new way to efficiently search for accurate information during emergency response. This is achieved by an online Nonnegative Matrix Factorization (NMF) scheme that conducts a faster update of latent factors, and a joint NMF technique that seeks the balance between the reconstruction error of topic identification and the losses induced by discovering common and distinct topics. Extensive experimental results on real-world datasets collected during Hurricane Harvey and Florence reveal the effectiveness of our framework.

To Stream or Not to Stream? A Case of Social Media Management Within a Professional Sport Organization

This is a fictional case based on the actual management of a social media strategy that occurred in a professional sport organization in Queensland, Australia. The intention of the case is to explore a range of social media management themes such as live streaming, audience reach, fan engagement, and decision making as they apply to a sport organization. The case primarily focuses on social media live streaming (specifically Facebook Live) and aims to provide an understanding of live video posts in comparison with other post types (i.e., photo, video, text, and links). The case develops within the theoretical frameworks of relationship marketing, fan engagement, and social media, and is suitable for students learning about sport marketing, sport sponsorship, promotion and public relations, and other communication courses in sport management. Specifically, students are tasked with developing a range of potential strategies to support the lead character, Michael Battersby, in implementing live streaming within a social media strategy.

Privacy violations and mobile streaming video: examining organizational social media policies and Antonio Brown’s Facebook live stream

Mobile streaming video technology via social media has given anyone the ability to become a broadcaster. However, the platform’s simultaneous recording and distributing of video make privacy violations inevitable. One such violation occurred in January 2017 when football player Antonio Brown was recording a Facebook Live stream in the locker room and captured his head coach making profane remarks about an opponent. Brown’s use of social media in the locker room violated National Football League policy. This study uses communication privacy management theory to understand how this privacy breach occurred, how it could have been avoided, and how organizational social media policies can be crafted to avoid future privacy breaches. From the analysis of this privacy breakdown, recommendations are made about how social media and mobile streaming can be used within organizations, how social media policies can be crafted, and how similar breakdowns of privacy can be avoided in the future.

Gender Differences in Perception of Gamification Elements on Social Live Streaming Services

Gamification is seen as an important factor for people to use different services, this also applies to social live streaming services (SLSSs). In China, there are around 200 SLSSs available, and the most successful of them apply a wide range of gamification elements. The general SLSS YouNow, which is mostly used by the younger generation, is a SLSS with the most applied gamification elements outside of China. However, it remains unclear if and to what extend gamification elements motivate female and male streamers differently. We empirically investigate this question by applying a survey with 94 streamers (female N = 48; male N = 46). The results indicate that YouNow is seen favorable by the streamers, but female streamers have a more positive view of it. Furthermore, male and female streamers are inclined to spend real money to further their motives. Overall, female streamers are more motivated by gamification elements than male streamers. Female streamers prefer Levels, the Progress Bar, Badges; male streamers favor Coins, Gifts, and Levels.

Marketing the Nissan Micra and Tata Nano Using Social Media

The case explores the similarities and differences between social media campaigns launched by Nissan and by Tata Motors to stimulate sales for models of their cars in India. The Nissan campaign allowed consumers to compete to star with Ranbir Kapoor, a Bollywood star and spokesman for the Nissan Micra, in a short film featuring the Micra as the hero. The Tata campaign launched India's first social streaming show, in which select teams of consumers participated in an Amazing Race-style road trip competition in different regions of the country. Both campaigns made extensive use of Facebook. Students are tasked with evaluating the two campaigns in terms of their fit with the communication objectives of each company and their effectiveness on a variety of metrics. The case includes links to advertisements and other video material. Although the case is written to be used independently, it also would work well in combination with the “Positioning the Tata Nano (A) and (B)” cases.After analyzing the case, students will be able to: Align and design social media campaigns against a brand positioning Set clear consumer attitude or behavioral and strategic brand objectives for social media offerings Use objectives established in advance to create performance metrics for social media programs

And Action! Live in Front of the Camera

The arising knowledge society seems to produce its own digital services. In the last few years, with social live streaming services a new type of synchronous social media emerged. What functions do such services offer? What information need and information behavior do users of this services exhibit? Method: As a heuristic theoretical basis, the Information Service Evaluation (ISE) model was applied to analyze YouNow as a case study of this kind of new social media. The evaluation is based on an online-survey among YouNow's users as well as observations of the live-streams. Results. YouNow is mainly used by adolescents and young adults. For this group, it is important to interact with friends, be a part of the community and find ways of self-expression. This is exactly what YouNow offers its users. Most of them enjoy the functions of the service. The experience of “flow” was sometimes perceived. Possible law infringements (such as copyright and personality rights violations) were detected.

Social streaming? Navigating music as personal and social

Music-streaming services embed social features that enable users to connect to one another and use music as social objects. This article examines how these features are experienced within negotiations of music as personal and social through the acts of sharing music and of following others. The analysis relies on 23 focus-group interviews with 124 Spotify and/or Tidal users and a mixed-method study including music-diary self-reports, online observation and interviews with 12 heavy users. Our findings suggest that users incorporate social awareness in non-sharing, selective-sharing and all-sharing approaches with strong, weak and absent ties. These ties are characterized by different configurations of social and music homophily. Negotiations of music as personal and social shape how music-streaming services are experienced.

Making the Grade? Private Education in Northern India

Efforts to promote literacy and other forms of educational achievement in India have in recent years entailed policy reforms aimed at de-regulating the provision of primary and secondary education, especially in rural areas. In many States, deregulation has entailed the active promotion of privately-funded education, raising concerns about the motivations and qualifications of private schools and teachers, about social streaming and about the impact that privately-funded schools will have on the government system. Drawing upon a case study of private education in the Indian State of Madhya Pradesh, the following paper explores the ways in which the establishment of four privately-funded schools affected the socio-economic composition of students, the quality of teaching, the involvement of parents and caregivers and the performance and accountability of private school teachers and administrators. As we might expect, enrolment was biased strongly in favour of boys from forward castes, especially after Grade 5. However, the evidence also reveals that the private schools provided important opportunities for girls and children from lower caste families. Moreover, and on the basis of surveys and interviews we conducted with teachers, administrators and parents, the combination of temporary contracts and private payments appears to have created a situation in which teachers and administrators were explicitly concerned about the perceptions and expectations of parents, and parents were involved – or at least interested in – the education of their children. Whether such findings reflect the miracle of ‘market-based approaches’– as opposed to the values and aspirations of higher income families – the findings provide ample justification for further empirical study.

VI.Akrasiaand conflict

As Elster suggests in his chapter ‘Contradictions of the Mind’, in Logic and Society, akrasia and self‐deception represent the most common psychological functions for a person in conflict and contradiction. This article develops the theme of akrasia and conflict. Section I says what akrasia is not. Section II describes the character of the akrates, analyzing the sorts of conflicts to which he is subject and describing the sources of his debilities. A brief account is then given of the attractions of the akratic alternative: its power to focus or dominate the agent's attention; its being strongly habitual; its having the pull of social streaming: following the charismatic leader, the mechanisms of sympathetic or antipathetic infection, the models of role casting. Following these strategies is by no means pathological: these are relatively automatic (though still voluntary) psychological functions. That is precisely their power and attraction: they provide the conflicted akrates with an action solution, tho...