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A new trend in influencer marketing is livestream commerce, which combines influencers' live video streaming with e-commerce. Little is known, though, about how firms should develop their influencer strategies to maximize product sales. Given a budget constraint, marketers may choose to employ a single, "big" influencer with a large number of followers or several small influencers. They may also employ a combination of both big and small influencers when their budget is adequate. Analyzing data from 1.3 million livestreams on TikTok, the authors find a negative interaction effect between big and small influencers when employed together due to decreased trust in big influencers and substitution effects. Further analysis reveals that livestream sales generated by a big influencer are adversely affected by small influencers who promoted the same product previously, but not the other way around. In addition, big influencers can reach a much larger audience, whereas small influencers are more effective at increasing the audience's conversion rates. Big and small influencers are also different in terms of how product and campaign characteristics moderate their sales effectiveness. Finally, the scenario analysis explores how the profitability of influencer strategies hinges on the influencer mix and their costs. This research is one of the first to investigate the sales effectiveness of influencer marketing and to provide general guidelines for developing influencer mix strategies. [ABSTRACT FROM AUTHOR]

Online video platforms such as YouTube feature visual cues on progress bars to spotlight standout segments of videos. These cues, designed to steer users toward intriguing content moments, raise questions about their overarching impact on video consumption patterns. In this study, we delve into inconsumption information cues (ICICs), indicators that depict fluctuating video quality in real time. Drawing from a natural experiment on a live streaming platform, we evaluate the effects of engagement graphs. These are visual timelines that emphasize moments favored by prior viewers in video-on-demand (VOD) content, which represent full replays of live stream sessions. Notably, these graphs are only accessible to iOS users, leaving Android users without access. Our results show that ICICs enhance the viewership of VODs and live streams. Moreover, viewers tend to spend more time immersed in live broadcasts, suggesting heightened content appeal. Yet, these engagement graphs do not prompt users to donate more virtual gifts, a vital income stream for streamers. Even with the introduction of ICICs, while there is a rise in video production, the inherent structure of live streams remained largely unchanged. We conclude by discussing the academic and managerial implications of these findings. [ABSTRACT FROM AUTHOR]

Although rapid technological development has resulted in the proliferation of digital platforms, there is limited understanding of these platforms' roles in international markets. Drawing on the information economics perspective, the authors investigate whether live streaming, as an emerging platform-based function, enables foreign sellers to enhance their sales performance in host markets. Using a unique longitudinal data set from a business-to-customer digital platform in China, the authors find that live streaming use is positively associated with international seller sales performance. This positive effect is stronger when cultural distance is higher. Moreover, the influence becomes stronger when product price is higher, while the effect is weaker for name-brand products than for non-name-brand products. These findings provide rich insights on the role of digitalization to the international marketing literature. [ABSTRACT FROM AUTHOR]

With the rapid growth of social media and live-streaming technology, live-stream selling has become integral to the digital economy. Using differential game theory, this paper examines how fairness concerns impact the profits of internet celebrities and brand manufacturers under the "pure commission" model. We analyzed no fairness concern, gap fairness concern, and self-due fairness concern models, to investigate the optimal decisions and corresponding profits for an internet celebrity and a brand manufacturer. The results show that the internet celebrity earned the highest profits with low commission rates under the self-due fairness concern model, whereas higher commission rates yielded higher profits for the internet celebrity under the gap fairness concern model. Simultaneously, fairness concerns significantly affected the cooperation stability and long-term benefits, motivating the internet celebrity to maintain efficient collaborations with the brand manufacturer. Furthermore, the self-due fairness concern model was more practical than the gap fairness concern model. [ABSTRACT FROM AUTHOR]

With the rise of big data, artificial intelligence, and other emerging information technologies, an increasing number of students without computer science (CS) backgrounds have begun to learn programming. Programming is considered a complex task for beginners, and instructors find it difficult to quickly address all the problems that students face, especially in the traditional learning environment. This study adopted a blended learning model that integrated conventional face-to-face teaching, asynchronous learning, and live streaming to examine the perceptions and effectiveness of programming learning among students from different degree tracks. The participants were 26 working and 28 full-time students from a university in Taiwan. The results indicated that with code annotations proving an efficient way for working students to review coding knowledge, and flipped courses making videos important for full-time students. Live streaming learning can overcome lab limitations with instant interaction between instructors and learners. The blended model ensures equal programming learning for both groups, while instructors can design learner-centered live streaming environments and innovative learning pedagogy to flip programming. [ABSTRACT FROM AUTHOR]

Social commerce blurs the boundary between online social interaction and online shopping. The emergence of video streams introduces novel marketing modalities to social commerce. However, there is a paucity of comprehensive studies investigating the impact of emerging marketing techniques such as short videos and live streaming on consumer purchase intention. This study employs Bourdieu's conceptual framework to construct a Field Theory-based model, investigating the impact of atmospheric and capital characteristics of social commerce platforms on consumer purchase intention through affective and rational pathways, respectively. A survey involving 515 Chinese social commerce consumers demonstrates that atmospheric characteristics (emotion and social presence) and capital characteristics (information quality and quantity) in video streams enhance similarity and power. Both similarity and power are associated with an increase in consumer purchase intention. This study validates the dual-path influence of social commerce characteristics and discusses theoretical and managerial implications. [ABSTRACT FROM AUTHOR]

As a business innovation in the e-commerce marketplace, the use of live streams to boost sales has become an important strategy for e-tailers on major e-commerce platforms globally. However, little theoretical research has been conducted to understand the role of streamers and products in live streaming commerce. Thus, in this study, to examine consumers' perceived diagnosticity and purchase intention, we adopt a 2 (streamer type) × 2 (product type) × 2 (brand awareness) experimental design and conduct a field experiment at a university in southern China, drawing on stimulus-organism-response (SOR) theory. Our results indicate that when a product is recommended by an influential streamer during an e-commerce live stream or has high brand awareness, consumers perceive a high level of diagnosticity, which improves their purchase intention. However, we find no significant effect of product type on the perceived diagnosticity of viewers watching e-commerce live streams. We also discuss the implications of our findings for both theory and practice. [ABSTRACT FROM AUTHOR]

The digital era has significantly transformed the behavior of Indonesian consumers, particularly with the emergence of shopping trends through live streaming on e-commerce platforms. This study investigates the influence of the Big Five personality traits, financial perception, and external factors on the tendency for impulsive buying during live streaming. By integrating theories from consumer behavior and psychology, this research explores how self-control, money availability, economic well-being, time pressure, and sales promotions affect the tendency for impulsive buying. Using an online survey distributed among Indonesian consumers, this study provides insights into how these factors interact in the context of digital shopping during live streaming purchases. The findings aim to help e-commerce businesses optimize their sales strategies and offer recommendations to enhance consumer satisfaction. The results show a negative influence between self-control and the tendency for impulsive buying, with conscientiousness and extraversion personality traits showing significant effects on impulsive buying. The perception of money availability has a positive influence on the tendency for impulsive buying. From an external factors perspective, sales promotions positively influence purchase intentions, while time pressure negatively affects buying intentions or the tendency for impulsive buying. These insights aim to assist digital marketers and e-commerce businesses in optimizing their sales strategies and improving consumer satisfaction. [ABSTRACT FROM AUTHOR]

The use of YouTube has various impacts on its users, especially on teenagers who like to watch live-streaming content of Mobile Legends games on Miya's Top Global channel. This study aims to analyze verbal communication in the live streaming content and identify changes in adolescent behavior after watching. The research method used is qualitative, using data triangulation techniques through interviews, observations, and documentation. The results of the study show that the Mobile Legends live streaming content on the Top Global Miya channel has a significant impact on adolescents' verbal communication, such as the use of coarse language, increased vocabulary related to the game, and changes in intonation and speaking speed. The discussion highlighted that although there is an improvement in more precise and concise communication skills, there are also negative impacts, such as the use of offensive language and verbal violence. In conclusion, this livestreaming content contributes to the formation of adolescent communication patterns that are not in accordance with social norms, and parental guidance is needed to overcome these negative impacts. [ABSTRACT FROM AUTHOR]

Background: Live streaming is a feature where sellers promote shops and products directly to buyers which can influence consumer's materialistic nature and hedonic motivation and might impact on purchasing decisions. Purpose: The objectives of this research include identifying segments of Shopee live streaming users, analyzing the influence of live streaming and materialism on hedonic motivation variables and purchasing decisions for fast fashion products, and finding out how to manage live streaming to increase purchasing decisions for fast fashion products. Design/methodology/approach: The analytical method used was SEM-PLS and the data obtained was 213 samples by quantitative descriptive methods. Findings/Result: The research results show that the live streaming and materialism variables have a significant positive influence on the hedonic motivation variable and purchasing decisions for fast fashion products. This is because the materialism indicator is closely related to the hedonic motivation indicator, so it supports consumers in making purchasing decisions on live streaming platforms. The live streaming variable has a direct influence on the purchasing decision variable. Conclusion: The recommendation for MSMEs in the fashion sector, it is hoped that they can take advantage of the features available on Shopee in implementing product marketing through e-commerce. Originality/value (State of the art): This is the first time someone has used the SEMPLS method to describe the relationship between factors and analyze factors on purchasing decisions. [ABSTRACT FROM AUTHOR]

Copyright of Environmental & Social Management Journal / Revista de Gestão Social e Ambiental is the property of Environmental & Social Management Journal and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Twitch users watched over 1.2 billion hours of streaming video in a single month in 2020, with the vast majority of these hours devoted to videogames. The most popular streamers who create this content are often powerful influencers in a rapidly growing industry, and many industries now see videogame influencer marketing as a key aspect of their marketing mix. However, while some streamers have amassed incredible popularity on Twitch, the factors that drive live-streaming viewership remain poorly understood. This study empirically examines a large population of Twitch streamers to explore this existing gap in the current research and explain how potential viewers make the decision to patronize a Twitch streamer. Using panel data on the actions and characteristics of Twitch streamers combined with other sources, the study identifies the heuristic cues most associated with successful Twitch streamers. Ultimately, the study identifies and evaluates multiple heuristics around Twitch content delivery practices, with significant implications for any live-streaming context. [ABSTRACT FROM AUTHOR]

In recent years, live streaming commerce has shown a spurt of development and become a new economic development windfall. However, research on live streaming is limited, and most studies lack a delineation of the specific content of live streaming and an examination of the internal states of consumers. Considering the intra-individual differences of consumers, this paper proposed moderated moderated-mediation model that includes an ego depletion state as the first moderator and Impulse Buying Tendency (IBT) as the second moderator of the relationship between hedonic value and purchase intention via attitude. The findings tested by a field experiment with the dual-task paradigm, suggest that high hedonic live streaming drives a more positive attitude and a stronger purchase intention. Moreover, when consumers are in a state of ego depletion, this drive is more pronounced and consumers with high IBT enhance the influence of ego depletion. Based on these results, theoretical and managerial implications are discussed. [ABSTRACT FROM AUTHOR]

The year 2024 will be an important year in the political history of Indonesia, with the holding of general elections (Pemilu). These elections and democracy became a test of the independence and credibility of the media in implementing their political journalism. Narasi TV shows this through its "Musyawarah Nobar Debat Cawapres 2024" program. Targeting youth audiences, Narasi TV use an innovative diversifying programming, by packaging a live stream of presidential debates in a new model and broadcasting via Najwa Shihab’s YouTube channel. There is also a “fact-checking,” where the research team will immediately check the accuracy and truth of the statements during the debate. This can help to attract young audiences who may be looking for fresh and exciting content. This is the answer to criticism of live broadcast programs that are often boring to watch. Narasi TV also presents Najwa Shihab, Andovi Da Lopez, and Jovial Da Lopez, which are fresh collaborators in creating journalistic content. Narasi TV also invites speakers from each candidate team, to explore the debate that suits the characteristics of young voters. A checklist guides is also provided for audiences, to assist them in assessing the credibility of presidential candidate. This shows a changing trend from the media when streaming political debates live and stage it as a new mode of online participation. This is Narasi's concern, to take full advantage of the functions of the Internet and social media to drive the Net Generation, without losing opportunities to gain commercial profits. [ABSTRACT FROM AUTHOR]

Live-streaming commerce (LSC) has been adopted by an increasing number of supply-chain enterprises to enhance their market competitiveness. However, the question of who will lead live-streaming e-commerce in the supply chain (SC-LSC) is a key issue, especially when there is equity cooperation between upstream and downstream enterprises. Three main SC-LSC models are examined: independent SC-LSC run by manufacturers, independent SC-LSC run by retailers, and cooperatively run SC-LSC. Then, a novel LSC demand function composed of online popularity, price discount and sales conversion rate is proposed. Furthermore, four scenarios have been comprehensively investigated considering whether there is an online-to-offline drainage effect and whether there is equity cooperation. Regardless of the scenario, having both parties reach an agreement on a given SC-LSC model is difficult, and even equity cooperation cannot promote SC-LSC cooperation. In most cases, manufacturers tend to offset the losses caused by the drainage effect by adopting high wholesale prices, which will in turn exacerbate retailers' resistance to SC-LSC. These findings provide insight into how LSC is modeled and how LSC can be better implemented in various types of supply chains such as that of Gree Electric. [ABSTRACT FROM AUTHOR]

The live-streaming of child sexual abuse is an established, and prolific, form of abuse, with high international demand. It involves transmitting the sexual abuse of children in 'real time' via a webcam to individuals in any geographical location. Despite it being identified as a global key threat in the area of child sexual exploitation, there is a dearth of literature on this type of offending, limiting our understanding. Until further research is conducted, the current paper fills an important purpose by offering a stop gap of current research on the live-streaming of child sexual abuse. In particular, it draws from a breadth of literature to offer a synthesis of where geographically CSA live-streaming appears to mostly occur; the technological and legal barriers in detecting and prosecuting the behavior; what we know about viewers; what we know about facilitators; and the victims of CSA live-streaming and the impact of the abuse on them. In doing so, this paper offers critical knowledge for research, policy, and practice professionals across psychology, criminology, and law disciplines, who are interested in understanding, preventing, and responding to this form of sexual offending against children. [ABSTRACT FROM AUTHOR]

Gift‐giving during live‐streaming has emerged as an important revenue‐generating mechanism for streamers. However, the mechanisms and factors influencing consumers' gift‐giving intentions remain unclear. Considering the novel aspect of the highly visible social context in entertainment live‐streaming, this research proposed a moderated dual‐mediation model of gift‐giving. Three experimental studies were conducted to investigate the relationship between state boredom and consumers' gift‐giving intentions. Study 1 discovered that state boredom increased consumers' gift‐giving intentions. Study 2 revealed that social identity and pleasure consumers obtained in the live‐streaming mediated this correlation simultaneously, and eliminated alternative possible mechanisms. Study 3 identified the moderated mediation effect of perceived co‐viewer involvement. Specifically, high levels of perceived co‐viewer involvement positively enhanced the effects of state boredom on consumers' gift‐giving intentions, mediated by a dual‐mechanism of social identity and pleasure. This research highlights the positive role of state boredom on gift‐giving during live‐streaming, contributing to the understanding of digital gift‐giving behaviors by investigating consumer's emotion effect and specific mechanisms from social interactions in a new scenario. [ABSTRACT FROM AUTHOR]

Bullet‐screen comments (BSCs), a type of novel user‐generated content for online videos, have been rapidly adopted in recent years. Previous research has focused on consumers' responses to the presence and quantity of BSCs but overlooked their contents. We examine how one characteristic feature of BSCs' content—lexical diversity—affects users' payments. A large‐scale real‐world behavioral data set analysis and three lab studies show that high (vs. low) lexical diversity of BSCs increases viewers' payments in online video streaming contexts (e.g., online videos and live streaming). We further reveal that the positive effect of BSC diversity on payment is mediated by perceived social presence and information richness. We also demonstrate the moderating role of viewers' BSC usage level (heavy vs. light), such that the effect of BSC diversity on payment is significant for heavy BSC users, but diminishes for light users. [ABSTRACT FROM AUTHOR]

Purpose: As live streaming becomes a widely used online sales mode, previously content-centred anchors are attempting to switch to e-commerce live streaming. The purpose of this research was to explore the mechanisms that prompt consumers to stay or leave after content anchors transfer to live e-commerce broadcasts. In addition, we explored the factors affecting consumption from the perspectives of anchors, consumers and the external environment. Design/methodology/approach: We distributed questionnaires to a group of fans who had experienced the transition of content anchors to live streaming and received back 375 valid questionnaires. Using psychological contract theory, we constructed a theoretical model for the scenario in which content anchors transition to live e-commerce broadcasting and analysed the data using partial least squares structural equation modelling (PLS-SEM). Findings: The results show that circle culture, mainstream culture, initial trust and live streaming content all positively influenced consumers' attitudes, whilst consumers' past shopping experiences negatively influenced consumers' attitudes. The personal charm of the content anchors did not have a significant effect on consumers' attitudes. Additionally, we found that only anchors with a significant circle culture and good trust levels amongst fans were able to transition to live e-commerce streaming successfully. Originality/value: This study extends the application of psychological contract theory to the field of e-commerce and describes the transformation of different types of psychological contracts. The paper's conclusions provide a reference for decision-making and the implementation of transformation by content-based anchors to live streaming, helping them to coordinate their relationships with fans more effectively. [ABSTRACT FROM AUTHOR]

Consumer shopping behavior has changed from brick-and-mortar to online shopping due to the COVID-19 pandemic. The development of online shopping was accompanied by social media technology, resulting in the emergence of the social commerce phenomenon. Social commerce, as a platform that supports two activities at once, has advantages over e-commerce platforms. However, in reality, the adoption of social commerce has not been utilized effectively by business actors, and not a few MSMEs have suffered losses due to the presence of social commerce platforms. This study was conducted to understand the adoption of social commerce platforms by utilizing social media content and live streaming to influence consumer purchases using the AIDA model and TAM model theories. This study uses quantitative methods by distributing questionnaires to 246 respondents and structural equation modeling (SEM) analysis techniques. The results showed that social media content and live streaming can inform consumers clearly and interestingly about products to build consumer attention and interest, which ultimately encourages consumer purchases. This study can be implemented by business owners to optimize the application of social media content and live streaming when running a business to increase consumer attractiveness and purchases.

The rapid development of live streaming has given rise to live-streaming shopping, a novel channel of online shopping that has gained considerable market value. While previous studies have explored various factors influencing consumers' intentions to engage in live-streaming shopping, most have focused on factors influencing behavioral intention after consumers have already chosen live-streaming as their online shopping channel. Few studies have focused on the beginning of the entire shopping journey—the intention of consumers to choose live-streaming shopping. To fill this research gap, this study extends the theory of planned behavior by introducing social media influencer streamers as an exogenous variable. We investigated how attitudes toward live-streaming shopping, subjective norms, perceived behavioral control, and social media influencer streamers collectively influence the consumer's intention for live-streaming shopping. To achieve those research objectives, the study distributed an online questionnaire across four specific regions in the Chinese market. By using stratified sampling and purposive sampling methods, we garnered 385 valid responses from those four regions. The study employed partial least squares structural equation modelling and SmartPLS 4.0 for data analysis. Consequently, the results show that both attitudes toward live-streaming shopping, subjective norms, perceived behavioral control, and social media influencer streamers have a significant on consumers' intention for live-streaming shopping. Moreover, social media influencer streamers exhibit significant influences on consumers' attitudes toward live-streaming shopping, subjective norms, and perceived behavioral control. [ABSTRACT FROM AUTHOR]

Danmaku, a new type of real‐time electronic word‐of‐mouth (eWOM) for shopping during live streaming, was designed to be consistent when promoting products during live streaming to create an active atmosphere. However, the effect of danmaku consistency on consumer purchases has received limited attention. Specifically, the literature on eWOM consistency mainly considers valence consistency in information posted after purchase; it does not explore real‐time interactions under live‐streaming conditions. Therefore, from the perspective of consumer‐to‐consumer interactions, this research innovatively explores the negative impact of danmaku consistency (in both content and format) on consumer purchases. Based on three experiments, we find that danmaku consistency reduces consumer purchases during live streaming. This effect occurs through a dual‐process mechanism of psychological reactance and information richness. In addition, the above negative effect is attenuated by the moderating role of perceived intrinsic motivation to post danmaku. The findings contribute to the eWOM literature by shedding new light on the negative side of danmaku consistency during live streaming, and they provide practical suggestions for streamers and platforms for designing danmaku and increasing consumer engagement. [ABSTRACT FROM AUTHOR]

Abstract The rapid development of live streaming has given rise to live-streaming shopping, a novel channel of online shopping that has gained considerable market value. While previous studies have explored various factors influencing consumers' intentions to engage in live-streaming shopping, most have focused on factors influencing behavioral intention after consumers have already chosen live-streaming as their online shopping channel. Few studies have focused on the beginning of the entire shopping journey—the intention of consumers to choose live-streaming shopping. To fill this research gap, this study extends the theory of planned behavior by introducing social media influencer streamers as an exogenous variable. We investigated how attitudes toward live-streaming shopping, subjective norms, perceived behavioral control, and social media influencer streamers collectively influence the consumer’s intention for live-streaming shopping. To achieve those research objectives, the study distributed an online questionnaire across four specific regions in the Chinese market. By using stratified sampling and purposive sampling methods, we garnered 385 valid responses from those four regions. The study employed partial least squares structural equation modelling and SmartPLS 4.0 for data analysis. Consequently, the results show that both attitudes toward live-streaming shopping, subjective norms, perceived behavioral control, and social media influencer streamers have a significant on consumers’ intention for live-streaming shopping. Moreover, social media influencer streamers exhibit significant influences on consumers’ attitudes toward live-streaming shopping, subjective norms, and perceived behavioral control.

The COVID-19 pandemic led various countries worldwide to implement social distancing measures and strict confinements, resulting in changes in people’s daily consumption habits. The prolonged lockdown fostered new forms of activities at home, driving various types of online entertainment and interaction. The main objective of this study was to measure and analyze the impact of pandemic preventive actions on content consumption on an online live streaming platform, Twitch. The research method involved the use of data related to the average total views on the platform, aiming to determine the initial and lasting effects of the pandemic on the behavior and evolution of the content consumed on the platform. The statistical techniques applied were Regression Discontinuity and Difference in Differences. The results suggest that the lockdown caused an increase in the number of concurrently connected users by 30% to 40%. Furthermore, it is evidenced that this change in the platform’s viewership level persists over time, and, in the new post-pandemic context, the growth trend observed before the pandemic is maintained.

Live streaming has become the hottest marketing method for apparel brands nowadays. E-commerce anchors, as the core of live marketing, have an important role in influencing consumers' impulse purchase intention. However, the research on clothing brand anchor characteristics on consumers' impulse purchase intention based on live-streaming anchor characteristics has yet to be explored in related studies. The article uses consumer trust and attitude as mediating variables, and the cognitive-affective system as an analytical framework. All variables are tested by validated factor analysis, and FsQCA to analyze the grouping of anchor characteristics (attractiveness, popularity, professionalism, interactivity, and brand fit) in apparel live streaming marketing. The article discovers seven configurations that triggered consumers' high impulse purchase intention and five configurations of non-high impulse purchase intention. The findings indicate that (a) all dimensions of anchor characteristics have a significant effect on consumers' impulse purchase intention, in which the effect of popularity is most significant; (b) consumers' trust has a mediating effect between anchors' attractiveness, popularity, interactivity, brand fit, and impulse purchase intentions; (c) consumers' trust and consumers' attitude have a chain-mediated effect between popularity, brand fit, and impulse purchase intention. The results of the research will help clothing anchors to further understand consumers' information needs and perceived preferences, and provide references to improve the quality of live streaming.

The COVID-19 pandemic led various countries worldwide to implement social distancing measures and strict confinements, resulting in changes in people's daily consumption habits. The prolonged lockdown fostered new forms of activities at home, driving various types of online entertainment and interaction. The main objective of this study was to measure and analyze the impact of pandemic preventive actions on content consumption on an online live streaming platform, Twitch. The research method involved the use of data related to the average total views on the platform, aiming to determine the initial and lasting effects of the pandemic on the behavior and evolution of the content consumed on the platform. The statistical techniques applied were Regression Discontinuity and Difference in Differences. The results suggest that the lockdown caused an increase in the number of concurrently connected users by 30% to 40%. Furthermore, it is evidenced that this change in the platform's viewership level persists over time, and, in the new post-pandemic context, the growth trend observed before the pandemic is maintained. [ABSTRACT FROM AUTHOR]

Based on the negative electronic word of mouth (NeWOM) under the live streaming platform, the paper aims to explore the mechanism of proactive and reactive webcare on customer brand loyalty. We constructed three separate experiments with no webcare, proactive webcare, and reactive webcare in response to NeWOM during the live streaming platform. In this study, 210 valid questionnaires were collected for statistical analysis, including the Mann-Whitney U test and Pearson correlation analysis. Our findings reveal that proactive and reactive webcare positively influence cognitive, emotional, and behavioral engagement, with proactive webcare demonstrating greater effectiveness. We confirm a positive correlation between these forms of engagement and brand loyalty, highlighting the strong connection between behavioral engagement and brand loyalty. At the same time, this study provides crucial inspiration for the live-streaming platform managers to focus on providing proactive webcare and develop behavioral activities in live-steaming platforms to enhance customers’ brand loyalty. [ABSTRACT FROM AUTHOR]

This article provides an example of how middle-aged women rediscover and express emotions in digital media, mainly sexual desire but also the joy they feel among like-minded women of the same age. The ethnographic case is a community of European and North American women aged around 40 to 60 years who sexually desire 20-year-old TikTok celebrity William White. White went viral when he began lip-syncing to 1980s hits, particularly Barry Manilow's "Mandy" while performing his flirtatious signature moves: the smile, the wink, and the eye roll. This study is based on 6 months of daily lurking in a digital community the women call Whiteyynation, structured around White's accounts on various digital platforms. In trying to understand the meaning and function of a young male TikTok'er in the lives of middle-aged women, with Sara Ahmed's theory of emotions, I describe how happy objects align individuals in a social community toward happiness. Specifically, I analyze how White, through a playful capitalization of 1980s music combined with a certain flirtatious look, functions as a happy object that is multiplied, magnified, and circulated in Whiteyynation. I explore the circumstances and conditions surrounding Whiteyynation as an affective space and affective economy, such as the production and distribution of self-produced content, gifting as a strategy for increased reciprocity, and the various currencies at play. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Accounting & Finance Management (JAFM). is the property of Dinasti Publisher and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

AbstractLive streaming has been increasingly popular worldwide, with gift-giving emerging as a pivotal revenue stream for many streamers. While prior research has delved into the influence of streamers’ emotions and viewer-streamer interaction on viewers’ gift-giving behaviors, we suggest that peer viewers also play an essential role. In line with the principles of social influence and herding theory, the behaviors of peer viewers and the size of the viewing group are integral factors shaping individual behaviors. Hence, in the context of lives streaming, we focus on examining the impact of peer viewers’ gift-giving behaviors and the audience size on the gift-giving behaviors of individual viewers, respectively. Additionally, we examine the moderating role of viewers’ identities. We collected data from a popular live streaming platform in China and employed a panel regression model based on a sample of 651,678 viewers. This study contributes to the gift-giving literature by revealing the influence of peer viewers on focal viewers’ likelihood of gifting, gifting frequency and gifting value, and the moderating effect of viewers’ identities. Overall, these results have significant implications for both the theoretical understanding of social influence and herding in online setting, as well as the practical implications for future live streaming management. Future research could delve deeper into understanding the impact of various types of live streaming content and cultural differences on individual’s gift-giving behavior. [ABSTRACT FROM AUTHOR]

YouTube has become a platform that makes it easy for its users to exchange messages. On this platform, a new phenomenon has emerged regarding virtual streamers who use avatars to interact with viewers on their YouTube channels. This study uses a qualitative method with a netnographic approach that emphasizes direct observation with visual materials in collecting data and indepth interviews with 2 informants. The researcher aims to formulate an interaction process that is woven from existing communication patterns, which will produce certain outcomes. The researcher made the virtual idol PLAVE the subject of the study and found that the interactions carried out by the virtual idol with his fans formed a communication pattern that encouraged the formation of a virtual community. In this community, there was finally an exchange of messages that influenced each other. Therefore, a strong sense of loyalty and emotional synchronization was formed between the virtual idol and his fans. [ABSTRACT FROM AUTHOR]

This paper focuses on live streams as interactional phenomena from an ethnomethodology and conversation analysis (EMCA) perspective. It discusses how streamers and viewers manage attention and engagement and how noticing-based actions constitute a powerful and crucial resource to produce and display these, finely tuned to the asymmetric communicative affordances of live streams, which, in the case of expository live streams, enact a streamer on display for the perceptual consumption of remote viewers. It discusses how streamers and viewers may produce noticing sequences and noticing-based sequences. It also discusses how the orientation towards noticing in expository live streams may become contagious and lead to a 'noticing effervescence.' • Streams and streamers are oriented toward eliciting various responses from viewers. • A powerful resource for viewers to achieve engagement is to send messages designed as noticing-based actions. • Noticing-based actions index some prior perceptual realization regarding features or events in the stream. • Noticing-based action implies that what is treated as noticeable is deeply embedded in message designs. • Such an action format casts viewers as onlookers, framing the streaming activity as a spectacle. [ABSTRACT FROM AUTHOR]

This article considers the nature and functions of humour in digital game live streaming on Twitch. Most streamers and viewers seem uncomfortable with 'serious' in-game narrative content, resulting in weighty or emotional moments in games becoming sources of comedy and humour. Many also subvert the platform's power dynamics by mocking community standards or the possibility of being banned, while some go even further and treat streamers themselves as fair game for mockery. This article thus examines how the humour of play, games and the Internet combine and evolve in an emerging and distinctive 'stream-humour', which can be sometimes playful and supportive yet sometimes shade into antagonism, rule-bending and hostility. Examining these dynamics on Twitch, in turn, provides a valuable window into how platform infrastructures and cultures generate norms and cultures of humour and amusement, and strengthens our understanding of online communities and platform power in this and similar contexts. [ABSTRACT FROM AUTHOR]

For the global-scale multimedia live streaming services, both of the cost-efficiency at the service provider side and the Quality of Experience (QoE) satisfaction at the viewer side need to be achieved. This is a difficult challenge because the request patterns of global live-streaming services are highly dynamic. In this paper, we solve this issue by cloud-based adaptive resource allocation. We first present a cloud-based multi-tier architecture, called MaaS (Media as a Service), which consists of four types of modules. The main issue that we focus on is the deployment of properly dimensioned MaaS modules in proper geographical regions. We take the QoE of the Dynamic Adaptive Streaming over HTTP viewers into account for this decision. We propose a combination of deep-learning based demand prediction scheme and a dynamic-programming based heuristic to make a good tradeoff between viewers' QoE and the cloud resource cost. Extensive evaluation shows that the proposed scheme clearly outperforms the existing schemes. [ABSTRACT FROM AUTHOR]

Development of live shopping has introduced a new form of celebrity endorsement. This study examines the impact of negative news related to streamers on viewers' purchasing behaviour during live streaming, considering different types of negative news. Drawing on research related to celebrity endorsement and information dissemination, this study presents the results from one natural experiment and four lab experiments. The findings suggest that negative news about streamers, as well as their responses to such news, positively influence viewers' purchasing behaviour during live streaming, which is mediated by their visit to the live streaming. Furthermore, the study reveals that negative news related to streamers' personal behaviour has a more positive impact than negative news related to the product they are selling. The positive effect of response to negative news is weakened when the response seems to protect the wrongdoers. This study contributes to the development of endorsement theory, retests the model of the endorser effect, and expands the literature about celebrity scandals. Additionally, the findings provide practical suggestions for retailers and streamers who are dealing with negative news. [ABSTRACT FROM AUTHOR]

Precarious careers in the games industry have long relied on the unpaid and largely feminized support of spouses and family members. This paper addresses the role of spouses and other domestic cohabitants in the production of live game broadcasts on Twitch, Amazon's world-leading platform in live video entertainment. I introduce the heuristic of the 'Twitch Spouse' to underscore the crucial role that domestic partners have played as invisible workers in the wider games industry, whose precarious conditions have been extended by the rise of at-home livestreaming. Drawing from 'playful' interviews and ethnographic observation with 12 Twitch creators located across the United States and Canada, I delineate three themes by which the partners of Twitch streamers vitally contribute to livestreaming: collaborative space production, the management of intimacy, and timekeeping. Herein, I show how a theorization of the 'Twitch Spouse' will build future pathways for recognizing the intertwined struggles of domestic and digital work within the precarious horizons of the game industry. This paper argues that Twitch streamers' conceptualizations of intimate partners' supportive labour reinforce domesticity and visibility as co-extended forces in the evolving relevance of digital labour to contemporary capitalism. [ABSTRACT FROM AUTHOR]

TikTok has an impact on growing its market share and providing opportunities for TikTok to develop its business through online shopping called TikTok Shop. This research aims to determine the relationship between live streaming and flash sales on purchasing decisions on the TiktokShop application. This research is quantitative. The data collection method in research is through distributing of online questionnaires. The number of samples collected was 120 respondents in the city of Cirebon who had made purchases during live streaming and flash sales on the TiktokShop application. This research uses a non-probability sampling method, namely purposive sampling. Test data analysis using the Structural Equation Modeling (SEM) theoretical model on SmartPLS 3 software. Based on the research results, it can be concluded that the live streaming variable has a positive and significant influence on purchasing decisions on the TiktokShop Application, and the flash sales variable also has a positive and significant influence on purchasing decisions on the TiktokShop Application. [ABSTRACT FROM AUTHOR]

The development of TikTok Shop has created a trend for interactive and easy online shopping. This has an impact on increasing impulse buying behavior, especially for skincare products. This research aims to determine the influence of live streaming, E-WOM, and discounts on impulse purchasing behavior for skincare products at the TikTok Shop. This research uses a quantitative approach with a causal design. The sampling technique used non-probability and purposive sampling with a total of 126 TikTok Shop users. The data obtained was analyzed using SmartPLS. The results of this research show that live streaming, EWOM, and discounts have a positive and significant influence on impulse purchases of skincare products at the TikTok Shop. Based on the findings of this research, sellers are advised to collaborate with influencers, develop a strong EWOM strategy, and implement discount strategies to maximize sales. [ABSTRACT FROM AUTHOR]

The rapid development of the internet in Indonesia has driven the growth of e-commerce businesses, with this phenomenon being a major factor in the emergence of live streaming e-commerce features. There exists a social presence in live streaming e-commerce, which is the ability to interact directly with viewers, thus prompting unplanned purchases (Impulsive Buying). In Indonesia, Gen Z tends to engage in impulsive buying, especially when shopping online. The need for instant gratification and the convenience of online shopping further fuel this behavior, often resulting in unplanned and impulsive purchases. Therefore, this study aims to analyze the influence of social presence on impulsive buying in live streaming e-commerce among Gen Z. Using dimensions such as broadcaster's social presence, viewer's social presence, live streaming social presence, arousal, and pleasure. Thus, this research examines the impact of social presence that may affect impulsive buying on Shopee. This study adopts a quantitative research approach using Structural Equation Model (SEM) with AMOS application. Data collection involves quantitative methods through questionnaires and SEM analysis. The research findings indicate that the overall Structural Equation Modeling (SEM) supports the current model, where impulsive buying dimensions have a positive and significant influence from broadcaster's social presence, viewer's social presence, live streaming social presence, arousal, and pleasure. This study is expected to provide theoretical and practical insights into how marketers can effectively plan and implement strategies in live streaming e-commerce. Keywords: e-commerce, marketing, social presence, impulsive buying, Gen Z, Structural Equation Modeling (SEM). [ABSTRACT FROM AUTHOR]

The booming live streaming business has increased the number of consumer options for purchase channels, which has had a significant impact on firm sales models and management practices. This paper considers a multiechelon supply chain in which an upstream supplier can sell products through an online platform and a live streaming sales channel, and the online platform can choose to sign a reselling agreement or an agency selling agreement with the supplier. By constructing a Stackelberg game, we theoretically derive the equilibrium strategies of the supply chain members under different selling agreements in the presence of a live streaming sales channel. Specifically, we find that under the reselling agreement, the optimal retail price for the platform decreases with an increase in the commission rate, while the retail price for the live streaming channel always increases with an increase in the commission rate, and the relationship between the wholesale price and the commission rate depends on the ratio of the coefficient on the internet celebrity's effort for the live streaming channel to that for the online platform. Under the agency selling agreement, there is a threshold in the agency fee. The impact of the commission rate on pricing strategy on one side of the threshold is opposite that on the other side. Furthermore, we numerically explore the impacts of the system parameters on the selection of the sales model, profit, and the decision-making of the supply chain members and identify the conditions under which agency selling and reselling are chosen when there is a live streaming sales channel. Interestingly, we find that the internet celebrity should not charge a commission rate that is too large; otherwise, it harms others without benefiting the celebrity. Moreover, when the supplier chooses to hire an internet celebrity to sell goods via live streaming, the supplier should choose a celebrity with either an extremely large following or with little influence but should not choose a celebrity with only moderate influence. [ABSTRACT FROM AUTHOR]

Live streaming e-commerce has been booming in recent years. This paper investigates the pricing and live streaming adoption strategies of competitive e-commerce firms. We consider the differences in product quality and consumer heterogeneity and establish a duopoly competitive Hotelling model. Taking into account consumers' uncertain perception of product quality and live streaming costs, the equilibrium outcomes are examined. Our findings indicate that (1) e-commerce firms selling high-quality products should consider adopting live streaming, while others should avoid it if consumers hold moderate product quality expectations. (2) E-commerce firms can be more profitable without live streaming when the market expectation or perceived quality of the products is high. (3) If only the e-commerce firm selling high-quality products utilizes live streaming, the optimal price would be lower, even when the product quality is relatively high, provided that the perceived quality is very high. [ABSTRACT FROM AUTHOR]

Social e-commerce has significantly changed consumers' behavior in online purchasing and thus has become an important selling channel for businesses. Manufacturers see great opportunity in social e-commerce and are thus considering whether to use this approach as an entirely new channel to drive sales. Based on the social attributes of live streaming and social e-commerce, we construct a supply chain composed of a manufacturer, a traditional online retailer, and a social e-commerce retailer. The manufacturer can distribute his products in three ways: through two traditional online retailers, through a traditional online retailer and a social e-commerce retailer, or through a hybrid retailer that operates both traditional online retail and social e-commerce retail at the same time. Using a game-theoretic method, we compare the equilibrium results in three scenarios to seek the optimal strategy for the manufacturer. We find that, affected by market potential and considering the perspective of consumer surplus, social e-commerce does not necessarily bring higher profits to the manufacturer. When a social e-commerce retailer considers making changes to his pricing strategy, market potential and consumer surplus are significantly important elements. Counterintuitively, a social e-commerce channel may not provide lower prices than a traditional retail channel. However, for a retail platform that can carry out both traditional and social e-commerce retail business, we find that, when consumers' acceptance of social e-commerce is high enough, the commodity price of social e-commerce channel will be higher than that of the traditional retail channel. We discuss the strategic implications that may enable a retailer to overcome the shortcomings of the current business mode and help the industry to achieve more sustainable development. [ABSTRACT FROM AUTHOR]

This study considers a manufacturer–retailer–streamer supply chain, in which the retailer first purchases products from a manufacturer and then sells them to consumers through a streamer. In the live streaming context, the retailer usually cooperates with the streamer by providing three different contracts: only a commission of the sale (OC), only a fixed fee (OF), and a commission of the sale and fixed fee (CF). Therefore, this study develops a theoretical model to investigate the effects of these three contracts on supply chain members' optimal decisions and profits. The following results were obtained: (1) the retailer prefers an OC contract with a high-ability streamer, and the manufacturer benefits from this contract. Additionally, the manufacturer, retailer, and high-ability streamer can achieve a win–win–win outcome in certain cases. Furthermore, the retailer is willing to sign an OC contract with a low-ability streamer when the fixed fee of the OF contract is high. (2) The retailer prefers to cooperate with a low-ability streamer through an OF contract when the fixed fee is low. (3) The CF contract is the most profitable alternative for the retailer when the total commission rate is low and the fixed fee is medium. [ABSTRACT FROM AUTHOR]

AbstractThe surge in popularity of e-commerce live streaming is evident among sellers and consumers. However, a holistic examination of the influencing factors of consumers’ purchase intention from the perspective of social and technical systems is still limited. Utilizing the socio-technical systems theory, we investigate the effects of social and technical system factors on consumers’ flow experience and how flow affects consumer purchase intention in the live streaming setting. Furthermore, we identify how optimal stimulation level moderates the relationship between socio-technical system factors and flow. Empirical results (N = 355) indicate that flow can be strengthened through social system factors (financial bonds, social bonds) and technical system factors (visibility, guidance shopping), consequently affecting consumer purchase intention. In terms of the moderating effects, the optimal stimulation level positively moderates the relationships between social bonds, visibility, guidance shopping, and flow. [ABSTRACT FROM AUTHOR]