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1 – 10 of over 15000Dinghao Xi, Wei Xu, Liumin Tang and Bingning Han
The boom in live streaming has intensified competition among streamers for viewers' gifts, which makes it meaningful to study the factors that affect the viewers’ gifting…
Abstract
Purpose
The boom in live streaming has intensified competition among streamers for viewers' gifts, which makes it meaningful to study the factors that affect the viewers’ gifting behavior. Given the emotional attachment between streamers and viewers, the authors set out to elucidate a new driver on viewer gifting: expressions of the streamer. This research aims to explore the impact of streamer emotions on the viewer gifting behaviors, including free and paid gifting. The loyalty level of the viewers is also introduced as a moderating factor to investigate the heterogeneous effect of streamer emotions on gifting behavior.
Design/methodology/approach
The dataset the authors collected consists of two parts, including 1809.69 h of live streaming videos and 358,002 gift giving records. Combined with deep learning methods and regression analysis, the authors performed empirical tests on the 81,110 valid samples. Several robustness checks were also conducted to ensure the reliability of main results.
Findings
The empirical results show that streamer emotions do have effects on viewers' free and paid gifting behavior. The authors’ findings show that positive streamer expressions, such as happiness and surprise, have a positive influence on viewer gifting behavior. However, some negative expressions, like sadness, can also have a positive impact. Moreover, the authors discovered that higher viewer loyalty amplifies the positive effect of streamer emotions and reduces the negative effect.
Originality/value
This research contributes to the study about streamer emotions and viewers' consumption behavior, which extends the application of emotion as social information model (EASI model) in the live streaming setting. The authors carefully divide the gifting behavior into two types: free and paid, and study how these two types are affected by streamer emotions. Besides, these effects are analyzed within viewers of different loyalty levels. This study offers practical emotion management strategies for streamers and live streaming platforms to gain more economic profits.
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Shoukai Jiao, Xianliang Wang, Chao Ma and Yiran Deng
Based on the “S-O-R” and attachment theories, this paper constructs a research model of the platform attribute factors of sports short video live e-commerce on consumers'…
Abstract
Purpose
Based on the “S-O-R” and attachment theories, this paper constructs a research model of the platform attribute factors of sports short video live e-commerce on consumers' psychological conditions, and explores how platform attributes affect consumer behavior through consumer attachment.
Design/methodology/approach
The study carried out questionnaire survey through the “snowball” method, and a total of 422 valid questionnaires were collected. The paper uses SPSS 26.0 and AMOS 26.0 to adapt the data and model, and adopts the method of structural equation modeling for analysis.
Findings
The research results show that the interactivity, identity, personalization and entertainment of live sports e-commerce platforms can actively stimulate consumer attachment, and directly drive their consumption behavior through their attachment.
Practical implications
Examining the platform attributes and system functions of short video live broadcast e-commerce from the perspective of consumer attachment can help sports e-commerce understand consumers' needs and satisfaction with the functions provided by the platform. Through timely optimization and improvement of system functions, the platform will make the connection between consumers and e-commerce closer, thereby increasing consumer stickiness and promoting the vigorous development of sports e-commerce.
Originality/value
This study identified and defined the platform attributes contained in the sports live broadcast e-commerce platform, combined the S-O-R model with the attachment theory, expanded the analytical framework of the S-O-R theory and made contributions to the extension of the attachment theory.
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Anthony G. Ricotta, Susan K. Fan and Rocky J. Dwyer
The purpose of this paper is to explore what motivation strategies live-entertainment artistic directors (ADs) use to increase consistency in their employees’ performances.
Abstract
Purpose
The purpose of this paper is to explore what motivation strategies live-entertainment artistic directors (ADs) use to increase consistency in their employees’ performances.
Design/methodology/approach
The purpose of this qualitative case study was to explore the research question: what motivation strategies do live-entertainment ADs use to improve consistency in employee performance? Semistructured face-to-face interviews with artistic and senior ADs of a large international live-entertainment company’s US division participated in the study. In addition to the interviews, a further analysis of archival records of artists’ evaluations, and written company documents regarding performance evaluation to understand the ADs’ strategies were completed. Finally, self-reported interview data compared to AD evaluations of artists from randomly selected prior years verified the ADs practices.
Findings
The finding indicated ADs use multiple techniques geared at improving employee well-being and technical competence, thereby creating an environment conducive to the employees self-determining their consistent behavior in performance.
Practical implications
These findings may offer managers across multiple industries a variety of strategies and techniques to use to improve consistency for their workers.
Originality/value
This study is the one of few that studies manager influence on the motivation of those employees whose job is to entertain others regardless of the employee’s emotional state. From these findings, ADs may determine how to implement workplace safety improvements, expanding employee well-being, which in turn can improve performance consistency.
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Fangfang Hou, Zhengzhi Guan, Boying Li and Alain Yee Loong Chong
The purpose of this paper is to investigate what factors can affect people’s continuous watching and consumption intentions in live streaming.
Abstract
Purpose
The purpose of this paper is to investigate what factors can affect people’s continuous watching and consumption intentions in live streaming.
Design/methodology/approach
This research conducted a mixed-methods study. The semi-structured interview was deployed to develop a research model and a live streaming typology. A survey was then used for quantitative assessment of the research model. Survey data were analyzed using partial least squares-structural equation modeling.
Findings
The results suggest that sex and humor appeals, social status display and interactivity play considerable roles in the viewer’s behavioral intentions in live streaming and their effects vary across different live streaming types.
Research limitations/implications
This research is conducted in the Chinese context. Future research can test the research model in other cultural contexts. This study can also be extended by incorporating the roles of viewer gender and price sensitivity in the future.
Practical implications
This study provides managerial insights into how live streaming platforms and streamers can improve their popularity and profitability.
Originality/value
The paper introduces a novel form of social media and a new business model. It illustrates what will affect people’s behavioral intentions in such a new context.
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Liying Zhou, Fei Jin, Banggang Wu, Xiaodong Wang, Valerie Lynette Wang and Zhi Chen
This study aims to examine if the participation of live-stream influencers (LSIs) affects tipping frequency on live streaming platforms, and further investigate the mediating and…
Abstract
Purpose
This study aims to examine if the participation of live-stream influencers (LSIs) affects tipping frequency on live streaming platforms, and further investigate the mediating and moderating mechanisms.
Design/methodology/approach
Quasi-experiment and difference-in-differences models are used for data analysis. Propensity score matching is used to address potential unobservable endogeneity.
Findings
Real-time live streaming data reveal that LSIs’ participation significantly improves tipping frequency in live streaming rooms. Also, more users are attracted to the live streaming rooms and more users become active in participation. Additionally, the positive impact of LSIs’ participation is enhanced in the live streaming rooms with a greater number of relationship links between users.
Research limitations/implications
The findings clarify the new role of influencers and reveal the mechanisms on how LSIs benefit the platforms.
Practical implications
The findings offer novel insights into implementing influencer marketing to interactive social media platforms, by encouraging influencer participation, user relationship building and influencer network growth.
Originality/value
This study highlights the value of LSIs for interactive social media platforms in terms of organic growth, revenue generation and cost reduction.
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Meungguk Park, Taeho Yoh and David J. Shonk
Understanding factors that enhance participants' satisfaction has become critical to developing effective donor retention strategies for charity sport events (CSEs). However…
Abstract
Purpose
Understanding factors that enhance participants' satisfaction has become critical to developing effective donor retention strategies for charity sport events (CSEs). However, there is a lack of empirical research on participants' satisfaction with CSEs. The purpose of this study is to examine the antecedents and consequences of satisfaction among CSE participants and to empirically test the relationships between the proposed constructs.
Design/methodology/approach
Data were collected from 238 participants from four Relay For Life (RFL) events organized by the American Cancer Society, North Central Region in the USA. Confirmatory factor analysis and structural equation modeling were conducted to analyze the measurement model and the structural model.
Findings
The results of the structural model indicated that perceived prosocial impact, sense of community and trust in CSE had significant positive effects on CSE satisfaction, while venue quality, knowledge attainment and entertainment value did not positively influence CSE satisfaction. CSE satisfaction had a positive direct effect on participant loyalty to CSE, which had a significant contribution to future participant intent.
Practical implications
The findings of this study provide CSE directors and marketers with valuable insights into the process of how to build long-term relationships with participants by identifying factors that influence participants' satisfaction and its consequences.
Originality/value
By measuring the mediating role of CSE satisfaction, this study provides a deeper understanding of the causal pathways from the antecedents to participant loyalty through CSE satisfaction.
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The purpose of this paper is to throw a new light on the online adult entertainment industry and help remove the stigma associated with it.
Abstract
Purpose
The purpose of this paper is to throw a new light on the online adult entertainment industry and help remove the stigma associated with it.
Design/methodology/approach
An ethnographic approach was taken, with participant observation and in-depth interviews with a number of informants.
Findings
This is an environment where female performers can enjoy good income opportunities and work in a safe environment. It also provides a high level of job security for technical support staff.
Research limitations/implications
The study used a sample sample size with no access to clients.
Practical implications
It is important that UK regulation remains light handed to avoid pushing the industry off shore.
Originality/value
The paper provides new data on the working environment in camming studios and positive aspects of job security and the equitable distribution of profits.
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Russell Thomas Warne and Malisa M. Drake-Brooks
The purpose of this paper is to determine the influence that newspaper, blog and social media sources of information about a play have on respondents’ willingness to purchase a…
Abstract
Purpose
The purpose of this paper is to determine the influence that newspaper, blog and social media sources of information about a play have on respondents’ willingness to purchase a ticket to a theatrical production.
Design/methodology/approach
Respondents saw two advertisements and one review for theatrical productions. The authors randomly varied the version of each advertisement and review so that information regarding the production appeared to originate from a newspaper, blog or social media site. The authors asked respondents to rate the professionalism of the review and advertisements and how likely they were to purchase a ticket. The authors also collected demographic information.
Findings
The authors found that newspapers, blogs and social media had similar influence on respondents’ willingness to purchase a ticket. Respondents also viewed the blog-based play review as being as professional as the review from a newspaper. However, respondents were more likely to say they would purchase a ticket to a well-known play than a new play. Female respondents were more willing to purchase a play ticket.
Research limitations/implications
Implications for marketers include the usefulness of non-traditional media (e.g. blogs, social media) in promoting a play – especially for new plays. Theater critics will find that their opinions are equally influential, regardless of whether the medium of publication is traditional (e.g. a newspaper) or digital (e.g. a blog). Principal limitations are the artificiality of a true experiment and an overly simplistic pricing method in the study.
Practical implications
Professionals selling tickets to theatrical productions should use favorable quotes and responses from social media and blogs when marketing tickets because audience members trust that these sources of information as much as newspapers. Internet-based theater critics should appreciate that they are perceived as being as reputable as newspaper-based critics.
Originality/value
Research on theater advertising is extremely limited (especially outside of Broadway), as are studies on the influence of theater critics. The study adds to this meager body of research and provides needed practical guidance to theater marketers.
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Arinze Christian Nwoba, Emmanuel Mogaji, Nadia Zahoor, Francis Donbesuur and Gazi Mahabubul Alam
Building on the social marketing theory, this study aims to examine the relationship between family units and obesity in Nigeria; and the social marketing interventions used to…
Abstract
Purpose
Building on the social marketing theory, this study aims to examine the relationship between family units and obesity in Nigeria; and the social marketing interventions used to reduce and prevent obesity in the Nigerian society.
Design/methodology/approach
This study adopted a semi-structured interview research design with 42 obese individuals in Nigeria.
Findings
The study findings show that the family unit an individual grows up in influences their consumption behaviour, which drives their obesity. The findings reveal that obese Nigerian citizens are willing to live a healthier lifestyle due to the direct and indirect medical costs associated with obesity. Furthermore, the findings disclose the social marketing interventions – local celebrity endorsements, healthy lifestyle promotions, reduced gym membership and affordable access to healthy foods and services – used to prevent and reduce the rising obesity rates in the Nigerian society.
Research limitations/implications
The findings have important theoretical implication given the focus on consumption behaviour and obesity.
Practical implications
The study findings provide an avenue to guide government officials, policymakers and social marketers in shaping their public policy and social marketing interventions to encourage healthier consumption and lifestyle behaviours among families and individuals in the Nigerian society.
Originality/value
To the best of the authors’ knowledge, this is the first research study to investigate how family units in the emerging market of sub-Saharan Africa drive obesity and the social marketing interventions used to reduce and prevent obesity. Theoretical and practical implications are discussed.
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Through the examination of retail space, by the end of this chapter you should be able to demonstrate an understanding of:The use of space within retailing.Lefebrve’s spatial…
Abstract
Through the examination of retail space, by the end of this chapter you should be able to demonstrate an understanding of:
The use of space within retailing.
Lefebrve’s spatial triad: perceived, conceived and lived within a retail context.
Disruption innovation and the use of retail space.
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