How social media live streams affect online buyers: A uses and gratifications perspective

2023 | International Journal of Information Management | Citations: 2

Authors: Bawack, Ransome Epie; Bonhoure, Emilie; Kamdjoug, Jean-Robert Kala; Giannakis, Mihalis

Abstract: Social media live streams (SMLSs) are becoming mainstream e-commerce platforms, ... Expand

Abstract: Social media live streams (SMLSs) are becoming mainstream e-commerce platforms, especially for direct selling, offering online retailers (e-tailers) immense consumer interaction and engagement levels. Despite their growing prevalence, e-tailers face difficulties capitalising on this platform to enhance retail operations. This paper ex­ plores how SMLSs affect consumers’ purchase intentions by exploring their motivations for participating in ecommerce SMLSs. To this end, we used the uses and gratifications (U&G) theory to explain how using SMLSs to satisfy consumers’ needs could lead to high or low purchase intentions. It was done by collecting cross-sectional data from 795 consumers who have participated in e-commerce SMLSs. The data were analysed using partial least squares-structural equation modelling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA). Our findings revealed that people use SMLSs to satisfy their need for value, social identification, and the me­ dium’s attributes. Based on these findings, we show six configurations that lead to high or low purchase in­ tentions and make corresponding theoretical propositions. Thus, our study contributes to the research and practice of using SMLSs for online shopping. Collapse

Topics: electronic commerce price management social media social network information exchange

Methods: survey partial least squares path modeling structural equation modeling partial least squares regression cross sectional research

How synchronous participation affects the willingness to subscribe to social live streaming services: the role of co-Interactive behavior on Twitch

2023 | European Journal of Information Systems | Citations: 0

Authors: Bründl, Simon; Matt, Christian; Hess, Thomas; Engert, Simon

Abstract: Social computing has transformed the content industry. Content providers have ch ... Expand

Abstract: Social computing has transformed the content industry. Content providers have changed from providing merely content to offering social content experiences that allow users not only to passively consume content but also to actively participate. As the latest development, social live streaming services (SLSS) have emerged that enable so-called co-interactive behaviour, i.e., the live interplay between users while co-experiencing content. Yet, it remains unclear how co-interactive behaviour affects the monetisation of social live content. Based on a data set of 868,940 users from 59 gaming channels of the freemium-based SLSS Twitch, we empirically show that co-interactive behaviour has a stronger effect on users’ willingness to subscribe (WTS) than passive and active behaviour. Since we find that a user’s reciprocated interactions also directly increase other users’ WTS, our results call for dismantling the current dichotomy of user participation and social influences in IS research. We suggest a social-experiential perspective that integrates social influences as an inherent part of users’ participation experiences. This novel interactive second-person perspective contributes to research on user engagement and value capture on social content platforms, and it allows SLSS providers to obtain a more precise picture of user value to better develop or adapt their monetisation strategies. Collapse

Topics: participatory design social influence user behavior Twitch application programming interface

Methods: design methodology propensity score matching experimental group descriptive statistic logistic regression

Theories: general systems theory

Introduction to IT-enabled collaboration for Development Minitrack

2023 | HICSS | Citations: 0

Authors: Cheng, X.; Yan, X.; Bajwa, D.

Abstract: ... Expand

Abstract: Collapse

Topics: IT supported collaboration Twitter Facebook collaborative work Twitch

Methods: design methodology experiment survey design artifact design science

Fame! I wanna stream forever: Analysis and critique of successful streamers' advice to the next generation

2023 | HICSS | Citations: 0

Authors: Consalvo, M.; Boudreau, K.; Bowman, N.; Phelps, A.

Abstract: This paper examines community-created online 'howto' videos that offer advice f ... Expand

Abstract: This paper examines community-created online 'howto' videos that offer advice for video game streamers and content creators. The goal of this study was to investigate how successful streamers encourage newcomers and/or smaller streamers to "grow" on Twitch, examining such factors as the advice they offer, the evidence that such advice works, and their reasons for sharing such information. More critically, how does the creation of such videos further entrench those creators as successful and thus, able to deploy "streaming capital" to buttress their claims? While the initial focus was on Twitch, this research led to a wider-ranging exploration-following the advice of successful streamers was to employ other platforms in combination, as the field of live streaming has extended far beyond Twitch itself. Collapse

Topics: Twitch YouTube video game video streaming service

Methods: computational algorithm

Doxing and Doxees: A Qualitative Analysis of Victim Experiences and Responses

2023 | European Conference On Information Systems | Citations: 0

Authors: Franz, Anjuli; Thatcher, Jason

Abstract: Doxing, a form of adversarial online behavior, is the aggregation and release o ... Expand

Abstract: Doxing, a form of adversarial online behavior, is the aggregation and release of an individual's personal information with malicious intent. It is increasingly used to intimidate, punish, or silence individuals. Such weaponization of personal information can result in extreme and intertwined cyber harassment and physical threats, significantly affecting doxees' participation in both cyber and physical communities. While prior research has examined the underlying motives of the doxer, the doxee's perspective has remained largely unexplored. Drawing on data from 14 individuals who have experienced doxing, this study examines the consequences of doxing from the doxee's point of view. Employing the lens of approach and avoidance coping, we explore how doxees respond to doxing threats and adapt their behavior. Our research provides novel insight and themes related to doxing. Based on our analysis, we offer an agenda for information systems (IS) research and practice, paving the way for exploring doxing and potential remedies. Collapse

Topics: doxing social media privacy Reddit 4chan

Methods: survey qualitative interview theory development personal interview archival research

Reimagining "gamers" via Twitch platform tools

2023 | HICSS | Citations: 0

Authors: Garvey, K.

Abstract: The live streaming platform Twitch hosts thousands of streamers vying for the a ... Expand

Abstract: The live streaming platform Twitch hosts thousands of streamers vying for the attention of users. Previous studies have identified the salience of parasocial relationships and emotional labor for understanding the work of streamers as well as the presence of toxic geek masculinity (Ruberg et. al., 2019) and gendered differences in streaming labor (Jenson & de Castell, 2018). Twitch has grown steadily since its start in 2011 (Taylor, 2018) and saw a massive increase in growth in 2020, maintaining its position as the number one game streaming site, ahead of YouTube Gaming and Facebook Gaming (Partis, 2021). As a visual platform where gamers of all kinds broadcast their gameplay, Twitch is a valuable site for research into the ongoing intersections of gender roles and gaming culture. Via thematic analysis of in-depth interviews, this pilot study examines how platform tools for discoverability and moderation influence female Twitch streamers' presentations of themselves as game players. Findings suggest that active 'anti-gate-keeping' is widespread among streamers who wish to build inclusive, sustainable channels in which to play, socialize, and earn. Collapse

Topics: Twitch digital platform

Methods: qualitative interview personal interview qualitative content analysis participant observation

Content Creators Between Platform Control and User Autonomy

2023 | Business & Information Systems Engineering | Citations: 0

Authors: Hödl, Tatjana; Myrach, Thomas

Abstract: Content creators generate and upload content on social media platforms. If these ... Expand

Abstract: Content creators generate and upload content on social media platforms. If these platforms have a revenue-sharing policy, content creators earn income from advertising revenue. This income is heavily dependent on the distribution of the content and the resulting view counts. Platform owners may exert algorithmic control that impacts content distribution, advertising income, and, consequently, the behaviour of content creators. The objectives of the platform owners combined with the interests of the content creators may lead to paradoxical tensions between the aims of control and autonomy. The opaque nature of algorithms coupled with the need to be recognised by the algorithm further reinforces this phenomenon. This study follows an interpretive qualitative research approach applying grounded theory methodology. This research uses semi-structured interviews with content creators to develop a theory explaining the tension between control and autonomy on revenue-sharing social media platforms. The study shows that algorithmic control and incentivisation create paradoxical tensions that affect the autonomy of content creators. Content creators attempt to minimise tensions of algorithm versus audience, regularity versus scheduling autonomy, and analytics versus decision-making autonomy in two ways: through self-centred measures such as improving metrics, pre-production, and being a pioneer and extraneous measures involving their own businesses, products, and sponsorships. This study sheds some light on the phenomenon of paradoxical tensions and provides guidance and strategies for content creators and platform owners about proceeding with their relationship. This study’s findings provide platform owners and decision-makers with a deeper understanding of the behaviour of content creators and the hurdles they face in platform work. The findings help them identify challenges, draw conclusions, and implement changes. Collapse

Topics: social media YouTube Twitch advertising management price management

Methods: qualitative interview computational algorithm grounded theory theory development personal interview

Catching the Viewer's Eye: Examining Exploration and Exploitation Strategies in the Live Streaming Market

2023 | International Conference on Information Systems | Citations: 0

Authors: Kwon, Sung Hyun; Hann, Il-Horn

Abstract: Live streaming has become an important feature on social media platforms like F ... Expand

Abstract: Live streaming has become an important feature on social media platforms like Facebook and Instagram. More and more entrepreneurs (content creators) are competing in live streaming platforms like Twitch to maximize the attention they receive from consumers (viewers). In this competitive landscape, it is crucial for entrepreneurs to develop and provide new compelling content that can maximize the consumers' attention and aid the discovery of their content. We adopt an exploration-exploitation framework and assess the four strategies these new entrepreneurs could use to attract viewership and position themselves on Twitch: exploration, exploitation, learning from viewers, and their neighbor streamers. We combined the natural language processing techniques with theory-driven measures to accomplish this. Using our proposed measures, we estimate the utility of consumers from these different strategies using the discrete choice demand model. Collapse

Topics: Twitch database system decision making wiki online game

Methods: natural language processing RoBERTa transformer model BERT language model

The Role of Media Synchronicity Fit and Sense of Community in Live Streaming Platforms

2023 | International Conference on Information Systems | Citations: 0

Authors: Liu, Yuqian; Deng, Chaoqun

Abstract: To understand viewers' sense of community in the live streaming environment, th ... Expand

Abstract: To understand viewers' sense of community in the live streaming environment, this research synthesizes media synchronicity theory and sense of community theory to develop a theoretical framework. We aim to examine the antecedents and consequences of the sense of community in live streaming platforms. We expect that viewers' actual communication purpose (e.g., conveyance or convergence) will influence viewers' sense of community in the live streaming context and further impact their activities in traditional third-party online communities. We first use experiments to validate the mechanism in our theoretical model and then collect observational data from Twitch, a popular live streaming platform, to test our hypotheses. Our results will provide theoretical contributions to the live streaming, online community, and communication literature. Our findings will provide practical implications for streamers in the live streaming platform. Collapse

Topics: live streaming platform Twitch online community social media user behavior

Methods: experiment descriptive statistic qualitativ observational study theoretical contribution theory development

Theories: media synchronicity theory

Games & Gaming in the Digital and Social Media Track, HICSS 56

2023 | HICSS | Citations: 0

Authors: Poor, N.; Orme, S.

Abstract: For the seventh year, the Games & Gaming minitrack offers a space in the Digita ... Expand

Abstract: For the seventh year, the Games & Gaming minitrack offers a space in the Digital and Social Media track at HICSS to examine social interactions that are mediated via digital games. Games continue to be an important part of the human experience, and in light of the ongoing pandemic, mediated gaming over platforms such as Discord or Twitch has become a vital social connection. The research presented in our mini-track this year engages with the human desire to have shared experience (perhaps via streaming platforms), how to predict cheating, how to maintain, and benefits of, gaming communities, and how children have used gaming during the pandemic. Collapse

Topics: pandemic covid 19 video game personality online community

Methods: literature sample