Ploughing digital landscapes: How Facebook influences the evolution of live video streaming

Rein, Katharina; Venturini, Tommaso

doi:10.1177/1461444817748954

Cited by 33 publications

(16 citation statements)

References 15 publications

(16 reference statements)

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“…The first concern is regarding the low level of attention currently paid to live streaming by academia. Under the banners of digital journalism [21], technical infrastructure and partnership schemes [22], and other fields, more academic studies should be conducted on live marketing. The second concern is that the few studies that have been conducted have taken a relatively decentralized and independent approach.…”

mentioning

confidence: 99%

The Effects of Live Platform Exterior Design on Sustainable Impulse Buying: Exploring the Mechanisms of Self-Efficacy and Psychological Ownership

Gong

et al. 2020

Sustainability

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The sensory upgrading facilitated by live platforms, such as YouTube Live, Twitch, and Periscope, can facilitate much better interactions and understanding between a product, its brand, and the user. The question of how to enhance sustainable marketing effects using exterior design is currently a major topic in the live streaming marketing sector. The effect of the exterior design of a live platform on the impulse purchases of its consumers has rarely been discussed by academic research. Accordingly, based on the theory of self-determination, this study explored the direct effects of exterior design, self-efficacy, psychological ownership, and impulse buying by using multiple linear regression, and examined the indirect effects of these variables using the structural equation model. In this study, 534 samples were collected from live consumers, and our hypotheses were verified by employing hierarchical regression. As revealed from the results obtained, the self-efficacy and psychological ownership exhibited by consumers exerted synchronous and chain mediating effects on the relationships between the exterior design of the platform and consumer impulse buying. To enhance this marketing effect, live platforms should focus on designing pleasant exterior clues, creating a better psychological atmosphere, and the enhancement of consumers' self-efficacy.Sustainability 2020, 12, 2406 2 of 16 real-time games, special events, and behind-the-scenes tours [4,5]. The live streamer, acting as the content creator of the streaming platform, is capable of uploading real-time video and audio (e.g., video games, talent shows, and daily life records) to satisfy the diversified needs of users [6]. In other words, flattened, equal, and real-time communication can be achieved between users and the live streamer through the live platform, as well as among users, thereby narrowing the distance between companies and individuals.The growing popularity of live platforms has also had certain effects on the existing marketing methods and user buying behavior of companies [7]. Data show that in 2017, 48 percent of internet users in the USA watched live streaming at least once a week [8]. As suggested by a report from the China Internet Information Center, the number of live streaming users in mainland China reached a total of 433 million in June 2019, making up 50.7% of China's entire internet population. With such a considerable number of users, live platforms have started reshaping marketing channels and enhancing marketing effects. The global live streaming market was predicted to expand from US$30.29 billion in 2016 to US$70.05 billion by 2021 [9]. During the "618" period in 2019, Taobao's live streaming led to commodity sales worth CNY13 billion. Compared with the conventional marketing channels, live platforms have a more thorough impact on consumers' purchasing behavior. Thus, since live streaming is such a novel and powerful marketing tool, the questions of whether consumers engage in impulse buying after being exposed to live streami...

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mentioning

confidence: 99%

The Effects of Live Platform Exterior Design on Sustainable Impulse Buying: Exploring the Mechanisms of Self-Efficacy and Psychological Ownership

Gong

et al. 2020

Sustainability

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“…Media are not natural ecosystems evolving spontaneously out of 'chance and necessity' (Monod, 1970). Instead, they may be understood as artificial 'landscapes' (Rogers, 1999), carefully cultivated by the actors that participate in their construction (Rein and Venturini, 2018).…”

mentioning

confidence: 99%

A reality check(list) for digital methods

Venturini

Bounegru

Gray

et al. 2018

New Media & Society

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Digital Methods can be defined as the repurposing of the inscriptions generated by digital media for the study of collective phenomena. The strength of these methods comes from their capacity to take advantage of the data and computational capacities of online platforms; their weakness comes from the difficulty to separate the phenomena that they investigate from the features of the media in which they manifest (‘the medium is the message’, according to McLuhan’s 1964 dictum). In this article, we discuss various methodological difficulties deriving from the lack of separation between medium and message and propose eight practical precautions to deal with it.

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“…Por otro lado, la caracterización de las emisiones en directo a través de la matriz MACSMLS sólo ha sido posible dada la maduración de este tipo de contenidos y de los distintos trabajos que ya han detectado una serie de tipologías y patrones en común de la implementación periodística a este tipo de tecnologías (Morales-Vargas, 2018;Rein;Venturini, 2018;Argila, 2017). Sin embargo, es importante poner en valor al presente informe, pues va un paso más allá de los diferentes trabajos relacionados porque consigue dotar al análisis de resultados de una triple naturaleza ya presentada y mencionada al principio de este apartado.…”

Section: Tercera Parte: Discusión Y Conclusiones 1 Discusiónunclassified

Social Media Live Streaming (SMLS) para medios digitales: protocolo de análisis y estudio de caso

Apablaza-Campos

Codina

Muñoz

et al. 2021

Informes DigiDoc - EPI

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This report aims an analysis protocol that allows us to analyze the use of SMLS, as interactive video on social networks, by the news media. Thanks to the protocol developed in this work, we have been able to characterize 127 live broadcasts through social networks made by the main Chilean television news outlets TVN 24 Horas, CNN Chile, Teletrece and Meganoticias on Facebook Live, YouTube Live, Periscope/Twitter and Instagram Live during the 2020 National Plebiscite. The analyzes are carried out by applying the Social Media Live Streaming Content Analysis Matrix (MACSMLS), which has a series of dimensions, indicators and codings that allow contextualizing the results of case studies of highly informative events. Resumen Se presenta un protocolo que permite analizar el uso del Social Media Live Streaming (SMLS), como vídeo interactivo en redes sociales, por parte de medios de comunicación. Gracias al protocolo desarrollado en este trabajo hemos podido caracterizar 127 emisiones en directo a través de las redes sociales realizadas por los principales informativos de televisión chilenos TVN 24 Horas, CNN Chile, Teletrece y Meganoticias en Facebook Live, YouTube Live, Periscope/Twitter e Instagram Live durante el Plebiscito Nacional de 2020. Los análisis se llevan a cabo aplicando la Matriz de Análisis de Contenidos Social Media Live Streaming (MACSMLS), que cuenta con una serie de dimensiones, indicadores y codificaciones que permiten contextualizar los resultados de estudios de casos de sucesos de alta relevancia informativa.

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Ploughing digital landscapes: How Facebook influences the evolution of live video streaming

Cited by 33 publications

References 15 publications

The Effects of Live Platform Exterior Design on Sustainable Impulse Buying: Exploring the Mechanisms of Self-Efficacy and Psychological Ownership

The Effects of Live Platform Exterior Design on Sustainable Impulse Buying: Exploring the Mechanisms of Self-Efficacy and Psychological Ownership

A reality check(list) for digital methods

Social Media Live Streaming (SMLS) para medios digitales: protocolo de análisis y estudio de caso

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