Jing (Daisy) Lyu, Yan Danni Liang, Durga Vellore Nagarajan
{"title":"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","authors":"Jing (Daisy) Lyu, Yan Danni Liang, Durga Vellore Nagarajan","doi":"10.1108/intr-01-2024-0073","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>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.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>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.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>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.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>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.</p><!--/ Abstract__block -->","PeriodicalId":54925,"journal":{"name":"Internet Research","volume":null,"pages":null},"PeriodicalIF":5.9000,"publicationDate":"2024-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Optimizing live streaming engagement through store atmospheric cues: exploring prosocial behavior and social comparison—insights from streamers and viewers\",\"authors\":\"Jing (Daisy) Lyu, Yan Danni Liang, Durga Vellore Nagarajan\",\"doi\":\"10.1108/intr-01-2024-0073\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>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.</p><!--/ Abstract__block -->\\n<h3>Design/methodology/approach</h3>\\n<p>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.</p><!--/ Abstract__block -->\\n<h3>Findings</h3>\\n<p>Our findings highlight the significant role of emerging atmospheric cues in shaping immersive streaming experiences and fostering prosocial behavior. 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This finding contributes to a sense of digital community and positive interactions because of live streaming adoptions.</p><!--/ Abstract__block -->\\n<h3>Originality/value</h3>\\n<p>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.</p><!--/ Abstract__block -->\",\"PeriodicalId\":54925,\"journal\":{\"name\":\"Internet Research\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":5.9000,\"publicationDate\":\"2024-08-09\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Internet Research\",\"FirstCategoryId\":\"94\",\"ListUrlMain\":\"https://doi.org/10.1108/intr-01-2024-0073\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Internet Research","FirstCategoryId":"94","ListUrlMain":"https://doi.org/10.1108/intr-01-2024-0073","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
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.
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.