TUTCRIS - Tampereen teknillinen yliopisto

TUTCRIS

Understanding the what and how of successful social live streaming

Tutkimustuotosvertaisarvioitu

Yksityiskohdat

AlkuperäiskieliEnglanti
OtsikkoGamiFIN Conference 2020
AlaotsikkoProceedings of the 4th International GamiFIN Conference
ToimittajatJonna Koivisto, Mila Bujić, Juho Hamari
KustantajaCEUR-WS
Sivut167-176
Sivumäärä10
TilaJulkaistu - 2020
OKM-julkaisutyyppiA4 Artikkeli konferenssijulkaisussa
TapahtumaInternational GamiFIN Conference -
Kesto: 1 tammikuuta 1900 → …

Julkaisusarja

NimiCEUR workshop proceedings
Vuosikerta2637
ISSN (elektroninen)1613-0073

Conference

ConferenceInternational GamiFIN Conference
Ajanjakso1/01/00 → …

Tiivistelmä

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.

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