Tampere University of Technology

TUTCRIS Research Portal

Understanding the what and how of successful social live streaming

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

Standard

Understanding the what and how of successful social live streaming. / Giertz, Johann; Weiger, Welf H.; Törhönen, Maria; Hamari, Juho.

GamiFIN Conference 2020: Proceedings of the 4th International GamiFIN Conference. ed. / Jonna Koivisto; Mila Bujić; Juho Hamari. CEUR-WS, 2020. p. 167-176 (CEUR workshop proceedings; Vol. 2637).

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

Harvard

Giertz, J, Weiger, WH, Törhönen, M & Hamari, J 2020, Understanding the what and how of successful social live streaming. in J Koivisto, M Bujić & J Hamari (eds), GamiFIN Conference 2020: Proceedings of the 4th International GamiFIN Conference. CEUR workshop proceedings, vol. 2637, CEUR-WS, pp. 167-176, International GamiFIN Conference, 1/01/00.

APA

Giertz, J., Weiger, W. H., Törhönen, M., & Hamari, J. (2020). Understanding the what and how of successful social live streaming. In J. Koivisto, M. Bujić, & J. Hamari (Eds.), GamiFIN Conference 2020: Proceedings of the 4th International GamiFIN Conference (pp. 167-176). (CEUR workshop proceedings; Vol. 2637). CEUR-WS.

Vancouver

Giertz J, Weiger WH, Törhönen M, Hamari J. Understanding the what and how of successful social live streaming. In Koivisto J, Bujić M, Hamari J, editors, GamiFIN Conference 2020: Proceedings of the 4th International GamiFIN Conference. CEUR-WS. 2020. p. 167-176. (CEUR workshop proceedings).

Author

Giertz, Johann ; Weiger, Welf H. ; Törhönen, Maria ; Hamari, Juho. / Understanding the what and how of successful social live streaming. GamiFIN Conference 2020: Proceedings of the 4th International GamiFIN Conference. editor / Jonna Koivisto ; Mila Bujić ; Juho Hamari. CEUR-WS, 2020. pp. 167-176 (CEUR workshop proceedings).

Bibtex - Download

@inproceedings{afacfe7831b048f8b84cbe9d9afab9be,
title = "Understanding the what and how of successful social live streaming",
abstract = "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.",
author = "Johann Giertz and Weiger, {Welf H.} and Maria T{\"o}rh{\"o}nen and Juho Hamari",
note = "JUFOID=53269",
year = "2020",
language = "English",
series = "CEUR workshop proceedings",
publisher = "CEUR-WS",
pages = "167--176",
editor = "Jonna Koivisto and Mila Bujić and Juho Hamari",
booktitle = "GamiFIN Conference 2020",

}

RIS (suitable for import to EndNote) - Download

TY - GEN

T1 - Understanding the what and how of successful social live streaming

AU - Giertz, Johann

AU - Weiger, Welf H.

AU - Törhönen, Maria

AU - Hamari, Juho

N1 - JUFOID=53269

PY - 2020

Y1 - 2020

N2 - 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.

AB - 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.

M3 - Conference contribution

T3 - CEUR workshop proceedings

SP - 167

EP - 176

BT - GamiFIN Conference 2020

A2 - Koivisto, Jonna

A2 - Bujić, Mila

A2 - Hamari, Juho

PB - CEUR-WS

ER -