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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]

Although live streaming via social media offers consumers real-time shopping experiences and potentially increases sales volume, the intangible values carried by live streaming from the streamer's perspective are relatively unknown. Building upon the Trust Transfer Theory, this study examined the values behind Instagram live streaming that could potentially build young consumers' trust in and engagement with social commerce sellers. Known for its visually appealing content, simplicity, speed, and mobility, Instagram is unlike other social media platform. More importantly, its targeting ability makes it an influencer dominant social media platform. Analysis using dual-stage PLS-SEM and ANN from 209 respondents revealed that utilitarian and symbolic values significantly influence trust, which subsequently builds customer engagement. Hedonic values and economic values, on the other hand, were found to play no significant role in building trust and customer engagement. [ABSTRACT FROM AUTHOR]

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]

Video streaming systems aim to provide high-quality video adapted to clients' device and network conditions. For this purpose, adaptive streaming architectures encode video content at a variety of quality levels, organized in a bitrate ladder. However, compressing a video into multiple streams is resource-intensive, which may become especially problematic in live streaming applications with real-time demands. Therefore, this paper proposes a novel solution for fast bitrate ladder creation, and provides the requirements for implementation in the H.266/VVC standard. More specifically, the proposed method creates new intermediate combined streams by injecting the lowest temporal layers of a higher-quality augmentation stream in a lower-quality base stream. Since the lowest layers are used as reference by the remaining layers, this procedure indirectly increases the quality of the frames in those untouched remaining layers as well. Although altering the reference frames may cause some drift-error artifacts, we demonstrate that, on average, the quality of the intermediate streams are higher than the base stream. Additionally, we demonstrate that injecting more layers brings both the quality and bitrate closer to that of the augmentation stream. The disadvantage of the combined streams is that their quality fluctuates more than the quality of the source streams, and that they are compressed less efficiently, comparable to going from a slower to fast or faster preset in the VVenC encoder. Most importantly, their main advantage is that they were generated at no significant additional computational complexity. In this way, the proposed method is of great benefit when generating a bitrate ladder of video streams under constrained computational resources. The code has been made open source and is available on https://github.com/IDLabMedia/NALUProcessing. [ABSTRACT FROM AUTHOR]

Copyright of Zeitschrift für Sexualforschung is the property of Georg Thieme Verlag Stuttgart 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.)

PurposeMethodology/approachFindingsResearch implicationsOriginality/value/contributionPractical implicationsLive streaming e-commerce is an emerging e-commerce model within the realm of the mobile Internet, based on video-centric social media interaction. However, there is currently a lack of in-depth research on live streaming from a business perspective and the impact of product selection in live streaming on firm performance. To fill these gaps, the current study investigated how brand – consumer congruence moderates the influence of product selection in live streaming on firm performance and how this effect varies across retailers.The model and hypotheses were tested by applying partial least squares regression to data collected from 302 online retailers in the Chinese live streaming market.Product selection in live streaming had a significant positive impact on firm performance. Brand – consumer congruence in live rooms partially mediated the relationship between product selection and firm performance. Live room scenario matching and live room interaction had significant positive moderating effects on the main effect of product selection in live streaming on firm performance.The literature has focused on the impact of live streaming on customer purchase behavior. Few studies have explored the value of live streaming from a business-to-business marketing perspective. Our findings offer theoretical insights into the relationship between product selection and firm performance.This is the first study to examine the value of product selection in live streaming. In addition, it reveals how product selection affects firm performance through brand – consumer congruence.This study has implications for online retail managers based on the effect of product selection in live streaming on firm performance and the roles of brand – consumer congruence, interaction, and scenario in live streaming of business-to-business marketing. [ABSTRACT FROM AUTHOR]

AbstractThis research aims to investigate the dynamic process of transferring trust dimensions from e-store to live streaming contexts and how these trust dimensions in both environments influence consumer purchase intentions in live-streaming settings. Based on trust transfer theory and with a sample of 200 respondents, this study conducted a rigorous analysis using SmartPLS 4.0, employing bootstrapping methods to evaluate hypotheses derived from our theoretical model. The findings demonstrate that the four dimensions of trust (integrity, benevolence, ability, and predictability) in e-stores significantly impact their counterparts in live streaming channels. Also, trust in live streaming channels’ integrity and predictability was found to significantly influence consumer livestream purchase intentions, while trust in e-stores’ benevolence and ability significantly influences consumer livestream purchase intentions. These results highlight that the impact of trust varies depending on the e-commerce setting. This pioneering research provides valuable insights into building consumer trust and boosting purchase intentions in live streaming e-commerce, offering important implications for both theory and practice. [ABSTRACT FROM AUTHOR]

Purpose: Despite the burgeoning popularity of virtual gifting in live streaming, research lacks an in-depth understanding of the drivers behind this behavior. Using para-social relationship (PSR), this study aims to capture viewers' lively social feelings toward the streamer as the key factor leading to the purchase behavior of virtual gifts. It also aims to establish a theoretical link between PSR and viewers' holistic experience in live streaming as captured by cognitive absorption and aims to investigates the role of technological features (i.e. viewer–streamer and viewer–viewer interactivity, streamer-level and viewer-level deep profiling and design aesthetics) in shaping viewers' experience. Design/methodology/approach: Based on 433 survey responses, this study employs a combination of structural equation modeling and neural networks to offer valuable insights into the relationships between the technological environment, viewer experience and viewer behavior. Findings: Our results highlight the salience of PSR in promoting the purchase of virtual gifts through cognitive absorption and the importance of the technological environment in eliciting the viewer experience. This study sheds light on the development of PSR in a technological environment and its relationship with cognitive absorption. Originality/value: By applying PSR to conceptualize viewers' perceived connection with the streamer, this study extends the research on purchase behavior in the non-shopping context by providing an enlightened understanding of virtual gift purchase behavior in live streaming. Moreover, by theoretically linking PSR with cognitive absorption, virtual gift purchase and technological features of live streaming, it enriches the theory of PSR and bridges the gap between the design practice of supporting the IT infrastructure of live streaming and research. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to answer the following research questions: (1) How do features of sports and fitness live streaming content influence individuals' viewing experiences? (2) How do these antecedents interact with each other to influence individuals' intentions to exercise in the context of sports and fitness live streaming? Design/methodology/approach: We employed both symmetric (PLS-SEM) and asymmetric (fsQCA) analyses using data from 886 participants. A mixed approach addresses the complex nature of the decision-making process among sports and fitness live streaming users. Findings: The findings reveal that individuals' appraisal of their interactions with sports and fitness streamers (i.e. instant feedback, interactivity) significantly affects their perceptions of telepresence, entertainment, and flow. These, in turn, positively influence their intention to exercise in live sports and fitness streaming sessions. The study also uncovers various combinations of causal conditions leading to exercise intention, a detail overlooked by the PLS-SEM method alone. Originality/value: This research contributes to the literature on cognitive appraisal theory, particularly in the context of sports and fitness live streaming, by integrating symmetric and asymmetric analyses. Practically, strategic implications are provided for practitioners in sports and fitness industry. [ABSTRACT FROM AUTHOR]

This study augments seminal podcasting literature by exploring the motivations of independent sports podcasters specifically. The study's in-depth interviews produced findings that are consistent with prior research about the value of listener feedback, relationships, and a sense of community; however, new considerations are introduced including the ease of podcasting from both a technological perspective and a creative perspective. The findings contradict recent research suggesting that podcasters are becoming more focused on money and are therefore treating their creative efforts as a form of employment rather than leisure. Suggestions for future research include a focus on the use of livestream technology. [ABSTRACT FROM AUTHOR]

Despite the growing popularity of over-the-top (OTT) services and their advantages for non-mainstream sports, empirical research on the demand for OTT sports content remains limited. Our study addresses this gap, offering detailed insights into substitution effects and nuanced viewer preferences, with a focus on the German volleyball market. Econometric models reveal that, even with the rise of OTT services, fans still prefer watching games on traditional TV platforms when given the choice. The study uncovers intriguing dynamics in volleyball viewership, indicating that OTT viewers of women's volleyball see men's volleyball as close substitutes, while only men's volleyball viewers are negatively affected by overlapping football games. These findings provide valuable guidance for stakeholders navigating the changing landscape of sports media rights and consumer behavior in the digital era. [ABSTRACT FROM AUTHOR]

China's live streaming boom has led to mukbang live streaming as a unique food marketing tool. Hosts interact with viewers by tasting and showcasing diverse cuisines in real time. This form of mukbang live streaming has recently been utilized to promote and sell green agri-food products. However, in-depth research into how mukbang live streaming affects the purchase intention for green agri-food products and the underlying mechanisms remains scant. We developed a theoretical model based on stimuli–organism–response theory to explore the impact mechanism. Data was collected via a survey of 455 users from agriculture-related live streaming platforms and analyzed using structural equation modeling with partial least squares. The study found that professional recommendation, audiovisual experience, and social interaction enhance consumers' perceived utilitarian value; green advocacy, audiovisual experience, and social interaction positively affect consumers' perceived social value. Both perceived utilitarian value and perceived social value positively affect the intention to purchase green agri-food products. Additionally, we used importance-performance map analysis to compare the model's effects with latent variable averages, revealing each factor's importance and performance. The findings offer new insights and recommendations for agri-food marketing strategies, particularly in enhancing consumer behaviors towards green agri-food products, aiding suppliers and mukbang live streaming platforms in more effectively promoting these products. [ABSTRACT FROM AUTHOR]

Live streaming has significantly transformed the landscape of both offline and online retail operations. This article explores the optimal timing and circumstances under which a firm with a specific product should launch a live streaming channel, and if so, whether it should use third-party streaming, self-run streaming, or a combination of both. We demonstrate that no single channel structure is universally superior to the others: the firm's optimal channel strategy depends on the third-party streamer's popularity and bargaining power, the investment and broadcasting effort cost for the live streaming channel, consumer's channel preference and extra cost for watching live streaming, cross-channel spillover, as well as the price sensitivity of a product. In general, live streaming is most beneficial for firms selling products that aren't highly price sensitive, where traditional pricing tool is less important for attracting consumers. Start-ups should collaborate with either highly popular streamers or those with a small but dedicated following, avoiding those with intermediate popularity. In contrast, established firms should partner with streamers who have a moderate level of popularity. An established firm considering leveraging two or more channels concurrently should additionally take into consideration the cross-channel spillover, channel encroachment cost, and channel competition. Our research reveals that, contrary to expectation, price in live streaming channels may not always be lower than those in traditional channels. Furthermore, highly popular streamers do not always demand higher revenue-sharing ratios and slotting fees. This research sheds light on the key decisions for firms considering live streaming commerce: whether to adopt it, when to integrate it into their strategy, and how to effectively implement it. [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]

Celebrity endorsements via live streaming continue to draw attention in the tourism industry. This research examines the effects of such endorsements on tourism live streaming. We specifically compared celebrity streamers to key opinion leader streamers and brand streamers across two types of live streaming (travel live streaming vs. tourism e-commerce live streaming). Drawing on the flow theory, we developed a theoretical framework to explain why and how celebrity streamers can inspire travel intention more effectively than key opinion leader streamers and brand streamers. Results indicate that celebrity streamers' endorsements enhance travel intention via informativity, entertainment, and interactivity, compared with endorsements from key opinion leaders and brand streamers. This effect is further amplified during travel live streaming. [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]

Copyright of Jurnal Nusantara Aplikasi Manajemen Bisnis is the property of Universitas Nusantara PGRI Kediri 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.)

This research aims to analyze the digital marketing communication strategies carried out by influencers via TikTok Live Streaming. The basic concept used in this research is the SOSTAC Model of Digital Marketing Theory from PR Smith. This type of qualitative descriptive research uses as many as five informants who own TikTok accounts. Data collection techniques were conducted through in-depth interviews and observations of each informant's TikTok Live Streaming. Data analysis uses the Miles and Huberman interactive model. The research results showed that TikTok Live Streaming was used as a digital marketing communication medium. This feature makes it easier for consumers to get product information. Influencers play an important role in TikTok Live Streaming regarding consumer behavior, purchasing decisions, and purchase intentions. Influencers can build relationships with consumers, especially for businesses targeting millennial customers, while social media is used to encourage product engagement and brand loyalty. Influencers have credibility and understanding regarding the products of the brand they are communicating with. When doing live streaming, influencers need a strategy, tactics, action, and control to reach the target market more quickly. Digital marketing communication strategies can increase communication messages' effectiveness and help achieve communication goals. [ABSTRACT FROM AUTHOR]

Existing challenges in surgical education (See one, do one, teach one) as well as the COVID-19 pandemic make it necessary to develop new ways for surgical training. Therefore, this work describes the implementation of a scalable remote solution called "TeleSTAR" using immersive, interactive and augmented reality elements which enhances surgical training in the operating room. The system uses a full digital surgical microscope in the context of Ear–Nose–Throat surgery. The microscope is equipped with a modular software augmented reality interface consisting an interactive annotation mode to mark anatomical landmarks using a touch device, an experimental intraoperative image-based stereo-spectral algorithm unit to measure anatomical details and highlight tissue characteristics. The new educational tool was evaluated and tested during the broadcast of three live XR-based three-dimensional cochlear implant surgeries. The system was able to scale to five different remote locations in parallel with low latency and offering a separate two-dimensional YouTube stream with a higher latency. In total more than 150 persons were trained including healthcare professionals, biomedical engineers and medical students. [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.

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.

Many rural youths in China receive a poor-quality, strict and exam-oriented education. In everyday and professional discourses, incorporating live-streaming technologies in rural schooling is tied to promises of improved educational quality and a narrowed urban‒rural education gap. Reflecting a dystopian ideology of meritocracy, this article investigates how live-streaming technologies transmit suzhi (human quality) education and downplay the exam-oriented education with which rural students and teachers are familiar. The authors argue that the two educational vehicles for meritocracy work together to channel students to a seemingly meritocratic pathway of social mobility but funnel rural students to an inferior educational track according to their rural registration and lower-class backgrounds. The online version of suzhi education complicates and even exacerbates the already fierce educational competition that rural students face. Rural students' low aspirations and their teachers' apathy towards live-streaming classes challenge the purportedly transformative effects of live-streaming technologies in China's rural schooling. [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 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]

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]

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]

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]

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]

This study centers on the e-commerce live streaming environment and delves into the critical factors that influence the purchase intentions of consumer groups. With the rapid advancement of e-commerce live streaming, shopping in live streaming rooms has become a vital channel for consumers. Through a literature survey method, this research systematically organized multiple dimensions that affect consumer purchase intentions in live streaming. Drawing from the concept of perceived value, a Structural Equation Model (SEM) was formulated, encompassing two key dimensions: perceived value and perceived credibility. Drawing on the Stimulus-Organism-Response (SOR) theory, several research hypotheses were proposed. Relevant data was collected via questionnaire surveys, and statistical analysis was conducted using SPSS 27.0 and AMOS 26.0 software, leading to the derivation of corresponding conclusions. This research not only contributes to the existing body of knowledge in the realm of live commerce but also offers insights for online marketplaces and sellers on how to refine their live selling strategies and boost the buying motivations of their target audience. [ABSTRACT FROM AUTHOR]

In this article we introduce 'capital flow' and 'capital friction' as terms that characterize features and user behaviours on internet platforms which encourage and discourage spending, respectively. We explore these via leading live streaming platform Twitch, where numerous platform features and normative behaviours both promote and downplay spending. This makes it an ideal site for understanding conflicting economic and social platform dynamics, and the meta-friction between flows and frictions of capital on a platform. We examine these phenomena through three case studies: Channel Points, a non-monetary 'currency' exchangeable for in-stream rewards; Bits, a real-money platform currency for donating to streamers; and streamers' performative and verbal responses to financial support. Through capital flow and capital friction we present Twitch's platform economy as an ongoing negotiation both among users and between users and platform features, and one where capital friction does not necessarily lead to a reduction of income, but generates new streamer-spectator-platform relations and more circuitous routes for the flow of capital. Our theorization of capital flow and capital friction thus provides new insights into platform features, their uptake or resistance, and the frictions within platform designs and platform cultures. [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]

Live commerce is a new type of social commerce that involves live-streaming shopping (LSS). This method enables real-time and interactive communication between consumers. Nevertheless, research examining the effects of gamification in LSS, particularly in Indonesia, is scarce. Therefore, this study examines the relationships between gamification, consumer engagement, and purchase intention in the realm of live commerce. The empirical validation of the research model is achieved through the administration of an online survey in the form of a questionnaire to LSS viewers. This study demonstrates, via sampling-based analysis of 400 questionnaires, that gamification elements (including social and achievement-based components) can increase customers' engagement (consisting of a sense of presence and immersion), motivation (autonomy, competence, and relatedness), and purchase intent. Furthermore, the indirect effects of achievement and social status on purchase intention are significantly mediated by a sense of presence, whereas immersion does not serve as a mediator for these effects. By incorporating achievement and social elements into LSS programs, retailers and brands can increase consumers' sense of presence, immersion, and intent to purchase. More so than immersion, they should prioritize presence strategically to achieve their LSS objectives. The implications of this study focus on Indonesian users of e-commerce applications with live streaming capabilities. This research can be used to assess the perceived impact of gamification in the context of e-commerce live streaming and the significance of gamification to their overall experience. According to these findings, there is a difference that is statistically significant between autonomy and achievement. This difference has a significant impact on consumer behavior, driving engagement and purchase intention, with the original sample method demonstrating positive value. These findings suggest an adaptive difficulty, namely real-time analysis that adjusts the game's difficulty level to suit the player's skill level. [ABSTRACT FROM AUTHOR]

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]