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Understanding the what and how of successful social live streaming

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review


Original languageEnglish
Title of host publicationGamiFIN Conference 2020
Subtitle of host publicationProceedings of the 4th International GamiFIN Conference
EditorsJonna Koivisto, Mila Bujić, Juho Hamari
Number of pages10
Publication statusPublished - 2020
Publication typeA4 Article in a conference publication
EventInternational GamiFIN Conference -
Duration: 1 Jan 1900 → …

Publication series

NameCEUR workshop proceedings
ISSN (Electronic)1613-0073


ConferenceInternational GamiFIN Conference
Period1/01/00 → …


Live Streaming is an emerging form of digital media. It enables real-time content generation and consumption and facilitates synchronous interactions between streamers and their community. Previous literature has neglected how streamers can drive specific outcomes of a live stream. Thus, in this research, the authors introduce communication foci (the “what”) and communication styles (the “how”) as levers of streaming success. To do so, they analyze their impact on non-monetary and monetary outcomes employing data gathered from a two-wave questionnaire. Results depict that communication foci represent a double-edged sword: community-focused communication has a positive (negative) influence on non-monetary (monetary) outcomes, and content-focused communication has a negative (positive) influence on non-monetary (monetary) outcomes. Further, when streamers center their communication on the content combined with utilitarian-superior style, monetary outcomes are increased. In sum, these findings are helpful for streamers because it shows how they achieve desirable or avoid undesirable outcomes.

Publication forum classification

Field of science, Statistics Finland

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