Social Live Streaming Services

Autori

• Simon Bründl

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• Altri libri di testo
• Libri di testo

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Social live streaming services have emerged as a new type of social media. These services allow users to produce and consume video content in real time as well as to participate via chat comments. The nature of live content leads to an increased intertwining of technology and the social. As production, consumption, and participation occur in real time, social live streaming services possess novel characteristics that affect their users’ behavior and willingness to pay. For media companies, this raises crucial questions: How can services attract user-generated live content? How can platforms increase user consumption of live broadcasts? How do users’ synchronous participation activities affect their willingness to pay? Following these questions, this dissertation examines the phenomenon of social live streaming in three empirical studies. Studies A and B explore the antecedents of users’ production and consumption activities on social live streaming services. Study C analyzes the effect of synchronous user participation on individuals’ willingness to pay. In combination, the studies provide an overarching view of individual-level use and willingness to pay on social live streaming services, including theoretical as well as managerial implications.

Lingua: Inglese

Pubblicato: 2018