通过商店氛围线索优化流媒体直播参与度:探索亲社会行为和社会比较--流媒体观看者和观众的见解

IF 5.9 3区 管理学 Q1 BUSINESS Internet Research Pub Date : 2024-08-09 DOI:10.1108/intr-01-2024-0073
Jing (Daisy) Lyu, Yan Danni Liang, Durga Vellore Nagarajan
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引用次数: 0

摘要

目的直播营销已成为一种变革性媒体,它促进了产品的实时推广和品牌信息的传递,并重塑了消费者的参与方式。然而,有关商店氛围线索在直播环境中的影响的知识仍然很少。本研究深入探讨了不同直播平台上直播者和观众之间的动态互动,重点关注不同氛围线索的影响。我们对 14 名直播者和 26 名观众进行了半结构化访谈。我们有目的性地确定了在流媒体平台上活跃并有过多次流媒体直播经历的参与者。我们采用了主题编码方法和 NVivo 12 软件,以获得对流媒体直播动态的细致入微的了解。 研究结果我们的研究结果突出了新出现的大气线索在塑造身临其境的流媒体体验和促进亲社会行为方面的重要作用。此外,我们还观察到了流媒体用户和观众之间的三种向上社会比较形式,其中观众将自己与流媒体用户和同行进行比较,而流媒体用户则与更有经验的同行进行比较。通过扩展社会比较理论的应用,本研究为从业人员和学者提供了有价值的见解,丰富了对直播者和观众的心理行为以及虚拟零售环境动态的理解。
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Optimizing live streaming engagement through store atmospheric cues: exploring prosocial behavior and social comparison—insights from streamers and viewers

Purpose

Live Streaming Marketing has emerged as a transformative medium, facilitating real-time product promotion and brand messaging and reshaping consumer engagement. However, knowledge of the impact of Store Atmospheric cues within live streaming contexts remains scarce. This research delves into the dynamic interplay between streamers and viewers across diverse live streaming platforms, with a focus on the impact of distinct atmospheric cues. It also seeks to explore prosocial behavior and integrate elements of social comparison theory.

Design/methodology/approach

We conducted semi-structured interviews with 14 streamers and 26 viewers. Participants who were active on streaming platforms and had experience of multiple live streaming sessions were purposively identified. The thematic coding approach and NVivo 12 software were employed to gain a nuanced understanding of live streaming dynamics.

Findings

Our findings highlight the significant role of emerging atmospheric cues in shaping immersive streaming experiences and fostering prosocial behavior. Additionally, we observed three formats of upward social comparisons between streamers and viewers, wherein viewers compared themselves with streamers and peers, and streamers engaged in comparisons with more experienced counterparts. This finding contributes to a sense of digital community and positive interactions because of live streaming adoptions.

Originality/value

By extending the application of social comparison theory, this study provides valuable insights for practitioners and scholars, enriching the understanding of both streamers’ and viewers’ psychological behavior and the dynamics of virtual retail settings.

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来源期刊
Internet Research
Internet Research 工程技术-电信学
CiteScore
11.20
自引率
10.20%
发文量
85
审稿时长
>12 weeks
期刊介绍: This wide-ranging interdisciplinary journal looks at the social, ethical, economic and political implications of the internet. Recent issues have focused on online and mobile gaming, the sharing economy, and the dark side of social media.
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