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Fame and fortune, or just fun? A study on why people create content on video platforms

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Fame and fortune, or just fun? A study on why people create content on video platforms. / Törhönen, Maria; Sjöblom, Max; Hassan, Lobna; Hamari, Juho.

julkaisussa: INTERNET RESEARCH, 31.07.2019.

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Törhönen, Maria ; Sjöblom, Max ; Hassan, Lobna ; Hamari, Juho. / Fame and fortune, or just fun? A study on why people create content on video platforms. Julkaisussa: INTERNET RESEARCH. 2019.

Bibtex - Lataa

@article{89ddd72b967048f48d028adcaed9f322,
title = "Fame and fortune, or just fun? A study on why people create content on video platforms",
abstract = "Purpose: The purpose of this paper is to examine the motivations behind online video content creation on services such as YouTube and Twitch. These activities, performed by private individuals online, have become increasingly monetized and professionalised through the accessible tools provided by video sharing services, which has presented a noteworthy manifestation of the increasing merger of the work and leisure within digital environments and the emergence of a hybrid form of work and play, playbour. Design/methodology/approach: The data for the study were collected using an online survey of 377 video content creators and it was analysed via structural equation modelling. Findings: The findings of the study indicate that although the practice of video content creation is becoming more commercialised and professionalised, the extrinsic motivations, often associated with work (e.g. income, prestige), remain less significant drivers for content creation than intrinsic motivations (e.g. enjoyment, socialisation), which are associated with leisure activities. Originality/value: This study offers insight into how the authors have begun to reorganise the position in the new digital labour culture, where monotonous tasks are increasingly automated, allowing room for intrinsically driven playful labour to develop within the leisure activities.",
keywords = "Motivation, Playbour, Prosumer, Streaming, Twitch, YouTube",
author = "Maria T{\"o}rh{\"o}nen and Max Sj{\"o}blom and Lobna Hassan and Juho Hamari",
note = "INT=comp,{"}Hassan, Lobna{"}",
year = "2019",
month = "7",
day = "31",
doi = "10.1108/INTR-06-2018-0270",
language = "English",
journal = "INTERNET RESEARCH",
issn = "1066-2243",
publisher = "Emerald",

}

RIS (suitable for import to EndNote) - Lataa

TY - JOUR

T1 - Fame and fortune, or just fun? A study on why people create content on video platforms

AU - Törhönen, Maria

AU - Sjöblom, Max

AU - Hassan, Lobna

AU - Hamari, Juho

N1 - INT=comp,"Hassan, Lobna"

PY - 2019/7/31

Y1 - 2019/7/31

N2 - Purpose: The purpose of this paper is to examine the motivations behind online video content creation on services such as YouTube and Twitch. These activities, performed by private individuals online, have become increasingly monetized and professionalised through the accessible tools provided by video sharing services, which has presented a noteworthy manifestation of the increasing merger of the work and leisure within digital environments and the emergence of a hybrid form of work and play, playbour. Design/methodology/approach: The data for the study were collected using an online survey of 377 video content creators and it was analysed via structural equation modelling. Findings: The findings of the study indicate that although the practice of video content creation is becoming more commercialised and professionalised, the extrinsic motivations, often associated with work (e.g. income, prestige), remain less significant drivers for content creation than intrinsic motivations (e.g. enjoyment, socialisation), which are associated with leisure activities. Originality/value: This study offers insight into how the authors have begun to reorganise the position in the new digital labour culture, where monotonous tasks are increasingly automated, allowing room for intrinsically driven playful labour to develop within the leisure activities.

AB - Purpose: The purpose of this paper is to examine the motivations behind online video content creation on services such as YouTube and Twitch. These activities, performed by private individuals online, have become increasingly monetized and professionalised through the accessible tools provided by video sharing services, which has presented a noteworthy manifestation of the increasing merger of the work and leisure within digital environments and the emergence of a hybrid form of work and play, playbour. Design/methodology/approach: The data for the study were collected using an online survey of 377 video content creators and it was analysed via structural equation modelling. Findings: The findings of the study indicate that although the practice of video content creation is becoming more commercialised and professionalised, the extrinsic motivations, often associated with work (e.g. income, prestige), remain less significant drivers for content creation than intrinsic motivations (e.g. enjoyment, socialisation), which are associated with leisure activities. Originality/value: This study offers insight into how the authors have begun to reorganise the position in the new digital labour culture, where monotonous tasks are increasingly automated, allowing room for intrinsically driven playful labour to develop within the leisure activities.

KW - Motivation

KW - Playbour

KW - Prosumer

KW - Streaming

KW - Twitch

KW - YouTube

U2 - 10.1108/INTR-06-2018-0270

DO - 10.1108/INTR-06-2018-0270

M3 - Article

JO - INTERNET RESEARCH

JF - INTERNET RESEARCH

SN - 1066-2243

ER -