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This study aims to investigate the factors that affect an audience's purchase decisions on a new type of social media, namely live video streaming platforms.

This study is based on data from an online survey providing 488 valid responses. These responses are used to test the research model by employing partial least squares (PLS) modeling.

Three antecedents (consumer competitive arousal, gift design aesthetics and broadcaster's image) influence the audience's purchase decisions (impulse buying and continuous buying intention). Chinese impression management (mianzi) acts as a moderator. Self-mianzi, mutual mianzi and other mianzi (i.e. three subtypes of mianzi) moderate the effects of consumer competitive arousal, gift design aesthetics and broadcaster's image on impulse buying.

The findings encourage practitioners developing marketing strategies for live video streaming platforms in the Chinese cultural context to consider peer influence, gift appearance, broadcaster's image and mianzi.

Drawing on the community gift-giving model and face-negotiation theory, this study provides an integrated research model to investigate a new type of social media (live video streaming). It offers insight into virtual gifting behaviors by confirming the effects of three antecedents on the audience's purchase decisions, with mianzi acting as a moderator.

Mobile Service of Big Data can be supported by the fused technologies of computing, communication and digital multimedia. The purpose of this paper is to propose new agent-based proactive migration method and system for Big Data Environment (BDE).

First, the authors have designed new relative fusion method for making decision based on fuzzy-neural network. The method can make the fusion belief degree to be improved. Then the authors have proposed agent-based proactive migrating method with service discovery and key frames selection strategy. Finally, the authors have designed the application system, which can support proactive seamless migration function for big data. The method has innovation in which mobile service task of big data can dynamically follow its mobile user from one device to another device.

The authors have proposed agent-based proactive migrating method with service discovery and key frames selection strategy. The method has innovation in which mobile service task of big data can dynamically follow its mobile user from one device to another device. The designed system is convenient to work and use during mobility, and which is useful or helpful for mobile user in the BDE.

The authors have clarified and realizes how to transfer service tasks among different distances in Big Data Environment (BDE). The authors have given a formal description and classification of the mobile service task, which is independent of the realization mechanism. In the designed and developed application system, the new idea adopts fuzzy-neural control theory to make decision for task-oriented proactive seamless migration application.

E-commerce live streaming (ELS) has become a new and important shopping channel. Although previous studies have provided insightful findings on how to engage consumers in ELS, limited effort has been made to explore the role of factors of live streaming rooms. Based on the literature on space perception and the retail environment, this study aims to develop a theoretical model to examine how perceived distance and perceived depth affect consumers' affective and cognitive perceptions and then further impact product attitude in ELS.

This study collected 414 valid survey responses to test the proposed research model. Survey data were analyzed using partial least squares (PLS)-structural equation modeling. The PLS Multi-Group analysis (PLS-MGA) was used to test the consistency of the research model across different product types and watching durations.

The results suggest that environmental factors of a live streaming room (i.e. perceived distance and perceived depth) can impact consumers' attitudes toward the product in the live streaming via both cognitive and affective routes. These effects keep consistent across different product types and watching durations.

The paper focuses on the environmental perspective, which is unexplored in previous literature on ELS. It highlights the importance of the space design of live streaming rooms.

This paper examines promotional practices Netflix employs via Twitter and its automated recommendation system in order to deepen our understanding of how streaming services contribute to sociotechnical inequities under capitalism.

Tweets from two Netflix Twitter accounts as well as material features of Netflix's recommendation system were qualitatively analyzed using inductive analysis and the constant comparative method in order to explore dimensions of Netflix's promotional practices.

Twitter accounts and the recommendation system profit off people's labor to promote content, and such labor allows Netflix to create and refine classification practices wherein both people and content are categorized in inequitable ways. Labor and classification feed into Netflix's production of culture via appropriation on Twitter and algorithmic decision-making within both the recommendation system and broader AI-driven production practices.

Assemblages that include algorithmic recommendation systems are imbued with structural inequities and therefore unable to be fixed by merely diversifying cultural industries or retooling algorithms on streaming platforms. It is necessary to understand systemic injustices within these systems so that we may imagine and enact just alternatives.

Findings demonstrate that via surveillance tactics that exploit people's labor for promotional gains, enforce normative classification schemes, and culminate in normative cultural productions, Netflix engenders practices that regulate bodies and culture in ways that exemplify interconnections between people, machines, and social institutions. These interconnections further reflect and result in material inequities that crystalize within sociotechnical processes.

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.

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.

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.

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.

The purpose of this paper is to provide a tutorial and survey on recent advances in multimedia networking from an integrated perspective of both video networking and building digital video libraries. The nature of video networking, coupled with various recent developments in standards, proposals and applications, poses great challenges to the research and industrial communities working in this area.

This paper presents an insightful analysis for recent and emerging multimedia applications in digital video libraries and on video coding standards and their applications in digital libraries. Emphasis is given on those standards and mechanisms that enable multimedia content adaptation fully interoperable according to the vision of Universal Multimedia Access vision.

The tutorial helps elucidate the similarities and differences among the considered standards and networking applications. A number of research trends and challenges are identified, and selected promising solutions are discussed. This practice would needle further thoughts on the development of this area and open-up more research and application opportunities.

The paper does not provide methodical studies of networking application scenarios for all the discussed video coding standards and Quality of Service (QoS) management mechanisms.

The paper provides an overview of which technologies/mechanisms are being used broadly in networking scenarios of digital video libraries. The discussed networking scenarios bring together video coding standards and various emerging wireless networking paradigms toward innovative application scenarios.

QoS mechanisms and video coding standards that support multimedia applications for digital video libraries need to become well-known by library managers and professional associations in the fields of libraries and archives. The comprehensive overview and critiques on existing standards and application approaches offer a valuable reference for researchers and system developers in related research and industrial communities.

This Chapter is all about communication and the ways we are now able to reach out to others around the world from our personal computers or mobile devices, which were never available before. One might initially consider this section more in line with productivity tools instead of those impacting the digital humanities. I will, however, demonstrate that it is through these tools that the field is expanding, offering interesting ways in which scholars can communicate ideas with one another, share thoughts, research, and collaborate. Additionally, it is through the use of these tools that our ideas are being shared with students and interestingly how students are, in turn, reciprocating our efforts. The chapter focuses on video broadcasting tools, audio conferencing, audiocasting, and collaboration applications, offering examples of how they can be used in a classroom setting.

When comparing novel centralized and distributed communications and video streaming services, the authors identified a need for a theoretic framework to position a multitude of ICT services and technologies according to their value proposition. Literature does not integrate existing value analysis concepts into a holistic theoretical framework. This paper aims to address this shortcoming by proposing a value analysis framework for ICT services capable of describing the value exchanges between different actors and their role constellations based on technological componentizations.

The paper evaluates a representative selection of communications and video streaming services and an extensive literature study on existing value analysis research was conducted to develop the framework and to verify it.

The paper demonstrates the applicability of the value analysis framework in communications and video streaming case studies, which are technically very different from each other but, at the abstraction level the framework provides, display very similar characteristics in value flows and role constellations.

The value analysis framework could be extended and verified with other case studies and complemented with quantitative modeling and system dynamics.

The authors combine existing literature into a proposal of a holistic value analysis framework and apply it to novel centralized and distributed communications and video streaming services. Both academics and practitioners can use the framework to evaluate the value proposition of ICT services and technologies.

The primary purpose of the current study was to examine how the presence of two digital ad features – an ad skip option and an ad time display, representing behavioral and cognitive control, respectively – might influence viewer response to in-stream video ads in terms of perceived control, reactance and advertising outcomes.

A 2 (Ad skip option: presence vs. absence) × 2 (Ad time display: presence vs absence) between-subjects experiment was conducted online with 217 participants recruited via Qualtrics.

The results of the online experiment show that the presence of the ad skip option and ad time display related to a higher level of perceived control, predicting lower ad intrusiveness and ad irritation and more favorable attitude toward the ad.

The findings confirm that an ad skip option and an ad time display could minimize negative responses to in-stream video ads by increasing perceived control and reducing viewer reactance.

The findings provide empirical evidence that multiple dimensions of control features (i.e. behavioral and cognitive) can increase perceived control and strengthen its impact on advertising outcomes.

This study aimed to develop and validate an online live streaming perceived servicescape (OLSPS) scale that can help platform service providers to develop strategies for new live streaming channel promotions.

This study conceptualized the construct of OLSPS and the four-phase procedure of the 66-item OLSPS scale development, including item generation, item purification, scale validation, measure application and testing of hypotheses. It also provided a research framework to assess audiences' cognition and behavioral intention, and an online survey on 420 live streaming users (social platforms, n = 210; native platforms, n = 210) was conducted.

This study developed and validated a 35-item OLSPS scale with eight dimensions. The results of the empirical model showed that OLSPS is positively correlated with the audiences' cognition and behavioral intention. Furthermore, parasocial interaction experience showed a positive moderation on channel trust.

This study is a pioneering effort to develop and validate an OLSPS scale. The results could be helpful for researchers in building OLSPS and for managers in assessing and promoting users' acceptance of online live streaming platforms.