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Organizations in many domains generate a considerable amount of heterogeneous data every day. Such data can be processed to enhance these organizations’ decisions in real time. However, storing and processing large and varied datasets (known as big data) is challenging to do in real time. In machine learning, streaming feature selection has always been considered a superior technique for selecting the relevant subset features from highly dimensional data and thus reducing learning complexity. In the relevant literature, streaming feature selection refers to the features that arrive consecutively over time; despite a lack of exact figure on the number of features, numbers of instances are well-established. Many scholars in the field have proposed streaming-feature-selection algorithms in attempts to find the proper solution to this problem. This paper presents an exhaustive and methodological introduction of these techniques. This study provides a review of the traditional feature-selection algorithms and then scrutinizes the current algorithms that use streaming feature selection to determine their strengths and weaknesses. The survey also sheds light on the ongoing challenges in big-data research.

Studying the role of advertising music (ad music) in a retail context can be an emergence of new marketing practices. The purpose of this paper is to identify the potential usage and utility of ad music as an atmospheric stimulus in contrast to music (retail music) as an atmospheric stimulus. This paper also aims to provide a model, which depicts how ad music could be an alternative to retail music in retail settings with regard to consumers’ attitudinal influence and its optimistic correlation with related marketing outcomes.

The paper reviewed the literature related to the role of retail music as an atmospheric stimulus and studies related to the role of music in the ad.

Advertising music as an atmospheric stimulus is more likely to influence consumers’ attitude towards advertising music, towards advertising and towards the advertised brand. Contrary to retail music, advertising music as an atmospheric stimulus may help a consumer for ad recall, ad message/brand information recall, brand recall, brand identification and brand recognition. Consequently, advertising music may always have an advantage over retail music with regard to purchase intent, brand choice and financial return.

This work may encourage the advertisers for the proper usage of ad music as an atmospheric stimulus that may holistically magnify the saliency of advertising theoretically and practically.

This study is a novel attempt to conceptualise the potential scope of utilisation of ad music in the retail context.

This study aims to understand how information-sharing in live-streaming is formed through a motivational perspective. The authors provide a framework to explain how live-streaming services and attachment affect viewers' information-sharing decision.

This study uses a survey-based method to collect data and partial least squares to analyze them.

The proposed hypotheses are largely supported. The results show that information-sharing intention is influenced by both attachment to a creator and attachment to a group. These attachments are positively affected by live-streaming services. The findings contribute to live-streaming literature by conceptualizing motivation and motivational feedback as service and attachment respectively.

The findings suggest that live-streaming managers emphasize social-technical features and relationship development with others (creators, group members) to motivate viewers' participation in live-streaming.

This study addresses the gap of lacking a systematic consideration of motivation in the live-streaming context. As such, the authors conducted empirical research that describes the information-sharing through the motivation from service and feedback from attachment.

Based on sensory marketing theory and cognitive appraisal theory, this study investigates whether and how the background visual complexity of live-streaming affects consumers' purchase intention and reveals the underlying mechanisms through which background visual complexity influences consumers' purchase decisions.

The experiment was conducted with 180 college students, using eye-tracking technology to explore the impact mechanism of live background visual complexity on consumers' purchase intention, considering three types of background visual complexity (high vs medium vs low) and two levels of need for cognitive closure (high vs low).

Firstly, the background visual complexity of live-streaming positively influences consumers' purchase intention by eliciting positive emotions (pleasure and arousal), and the relationship between consumer emotions and purchase intention is nonlinear. Secondly, need for cognitive closure to significantly moderate the influence of background visual complexity on purchase intention.

The limited sample size makes it difficult to generalize to other consumer groups. Also, the study only focuses on one visual factor, lacking comprehensive analysis from multiple perspectives.

It is recommended that live e-commerce companies optimize the visual design of live-streaming backgrounds and identify consumer traits to match the visual complexity with consumers' level of need for cognitive closure, thereby stimulating positive emotions and facilitating more satisfactory shopping decisions.

This paper addresses an interesting and practical issue related to the effects of live background visual complexity on consumers' purchase intention.

Despite the burgeoning popularity of virtual gifting in live streaming, research lacks an in-depth understanding of the drivers behind this behavior. Using para-social relationship (PSR), this study aims to capture viewers’ lively social feelings toward the streamer as the key factor leading to the purchase behavior of virtual gifts. It also aims to establish a theoretical link between PSR and viewers’ holistic experience in live streaming as captured by cognitive absorption and aims to investigates the role of technological features (i.e. viewer–streamer and viewer–viewer interactivity, streamer-level and viewer-level deep profiling and design aesthetics) in shaping viewers’ experience.

Based on 433 survey responses, this study employs a combination of structural equation modeling and neural networks to offer valuable insights into the relationships between the technological environment, viewer experience and viewer behavior.

Our results highlight the salience of PSR in promoting the purchase of virtual gifts through cognitive absorption and the importance of the technological environment in eliciting the viewer experience. This study sheds light on the development of PSR in a technological environment and its relationship with cognitive absorption.

By applying PSR to conceptualize viewers’ perceived connection with the streamer, this study extends the research on purchase behavior in the non-shopping context by providing an enlightened understanding of virtual gift purchase behavior in live streaming. Moreover, by theoretically linking PSR with cognitive absorption, virtual gift purchase and technological features of live streaming, it enriches the theory of PSR and bridges the gap between the design practice of supporting the IT infrastructure of live streaming and research.

The University of Kansas (KU) libraries has faced increased requests for streaming video in the past five years. While we have provided access to many databases of films, feature films remained a problem. To write a collection development policy, the library undertook three investigations to ensure the outcome reflected the needs of the university.

Film titles included in Swank 300 and Criterion-on-Demand were checked against the CanIStream. it? website to check for availability through streaming, rental or purchase services. Student library users were surveyed to determine if they had streaming subscriptions and, if so, which ones. KU librarians also examined academic library collection development polices to understand how others have addressed this issue.

More than half of the feature films provided by the two vendors are available through subscriptions, renting or purchasing methods. A majority of students subscribe to one or more of these services. Many academic libraries are deciding not to provide streaming feature films.

There are no previous studies on students’ subscriptions to streaming services linked to availability of feature films offered from commercial vendors to libraries.

This study examines factors influencing viewers' impulse buying intention in live streaming. The authors draw upon the value theory to theorize how the product (i.e., local presence) and para-social interaction (PSI) in live-streaming shopping improve customers' shopping values and how these values subsequently influence their urge to buy impulsively. In addition, the authors examine value differences in live-streaming shopping through gender differences and previous shopping experiences.

An online survey was conducted in this study. Members with browsing or shopping experience of live-streaming shopping sites were invited. The structural equation model was used to conduct confirmative factor analysis (CFA) to assess the convergent validity (item loadings), internal consistency (reliability), discriminant validity, causality hypotheses, and mediating effects.

Utilitarian value appears more important than hedonic value in influencing consumers' urge to buy impulsively. Moreover, PSI with the co-viewers is more influential than PSI with the streamer on utilitarian and hedonic values. Finally, gender differences and prior live-streaming shopping experience moderate the relationship between shopping values and the urge to buy impulsively.

The authors extend the concept of PSI from a celebrity (the streamer) to co-viewers and find that PSI with co-viewers is crucial to impulse buying in live streaming. Additionally, the authors’ finding reveals that consumers with individual differences may react differently to the same set of perceived values in determining the level of their impulse shopping intention.

This study aimed to understand better what makes esports fans engage with streamers' live-streaming of esports gameplay. This study used the Theory of Planned Behavior (TPB) and additionally adopted streamer identification and esports game identification as moderating variables.

Data were collected from streamers' esports content streaming viewers over 18 years of age using an online survey in Amazon M-Turk (N = 307). Based on past esports live-streaming weekly watching hours, which range from 1 to 45 h, the participants were divided into lower (n = 152) and higher (n = 155) frequency groups. PLS-SEM and bootstrapping techniques were used to test the moderated mediation relationships among the constructs.

This study found a negative moderating effect of past watching experience on the relationship between attitudes and behavioral intention, and it positively moderated the path between perceived behavioral control and behavioral intention. Also, it was found statistically significant direct impacts of streamer identification (STI) and esports game identification (EGI) on attitude and subjective norms. While the indirect impact of STI on behavioral intention through attitude was statistically significant, there were no significant indirect impacts of EGI on attitude and behavioral intention through subjective norms.

Theoretically, this study extends the TPB model by exploring the two identifications (i.e. streamers and esports games) as antecedents of the focal TPB factors (i.e. attitudes, subjective norms and perceived behavioral control) and the moderating effect of prior experience based on high/low weekly watching frequencies. Practically, content creators of esports live-streaming and live-streaming platform managers can use the study’s findings to develop strategies to nurture their current and future viewership.

This paper aims to introduce the notion of investigative research on the internet (IRI) and conceptualise its processes through the principle of streaming. It seeks to discuss the similarities and differences between IRI and netnography and considers various aspects of the IRI process, including site selection, sampling, data collection and analysis.

Investigative internet‐based research uses the techniques of ethnography and netnography, including variations of participant observation and analysis of visual and textual material. Three international empirical cases are used to illustrate the application of IRI and streaming in research on international workers, consumer cultures and on emerging business phenomena.

IRI has a number of potential applications for hospitality management academics and practitioners. Streaming can help to understand the processes involved in conducting netnographic research, and streaming is a more appropriate way to conceptualise some internet‐based studies that do not conform to netnographic or ethnographic ideals.

The three empirical cases highlight the processes of streaming in practice, which can be applied elsewhere. Principal limitations are the ethical dimensions of conducting undisclosed research and the sampling bias resulting from adopting an unobtrusive role and focusing on active internet users.

The paper highlights several issues, identified through streaming, that can be used to design human resource, marketing and operational strategies.

The paper demonstrates the application of streaming. Streaming can help researchers conduct netnographic studies; it is also a more appropriate way to describe broader types of investigative internet research. Moreover, it demonstrates the applicability of streaming in research on hospitality management and public policy issues.

Recently, Jang and Byon (2020) found that esports recreational gameplay consumption is causally linked to esports online media consumption. In the context of esports, live-streaming content (by individual creators) is a new type of media consumption, which should be distinguished from esports event broadcast. Extending Jang and Byon’s finding, the purpose of this study is to examine the mediating effect of esports content live streaming in the relationship between esports recreational gameplay and esports event broadcast because it allows the games to be more accessible to viewers due to two-way communication. In order to test for stability of the mediating effect of esports live content streaming, we examined the hypothesized model across the three genres (i.e. imagination [n = 224], physical enactment [n = 195], sport simulation [n = 179]).

Data (N = 598) were collected via an online survey from individuals who had experienced esports recreational gameplay. A total of 15 items with five dimensions (i.e. esports recreational gameplay, esports content live streaming, esports event broadcast, streamer identification, and pro-player identification) were adapted from existing studies. The two identification constructs and gender were used as control variables.

The model fit of the measurement model was found to be acceptable via CFA. The results of SEM indicated that the intention of esports content live streaming consumption played a full mediation role in the relationship between esports recreational gameplay behavior and the intention of esports event broadcast consumption. Additionally, we found the mediating effect of esports content live streaming across the three genres.

This study contributes to literature related to the esports consumer behavior by conceptualizing esports content live streaming and found that esports content live streaming represents a mechanism that underlies the relationship between esports recreational gameplay intention and esports event broadcast consumption.