Social motivations of live-streaming viewer engagement on Twitch

Hilvert-Bruce, Zorah; Neill, James T.; Sjöblom, Max; Hamari, Juho

doi:10.1016/j.chb.2018.02.013

Cited by 567 publications

(538 citation statements)

References 199 publications

(288 reference statements)

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“…The majority of research on purchasing and consumer behaviour describes the stage leading up to a purchase, as a decision-making or informationseeking phase [21,29] in which the consumer evaluates internal needs and wants and may be particularly susceptible to external stimuli (social, cultural, commercial). Research on gaming video content has found that a strong motivator in gaming video consumption is that of information-seeking, as well as the social interaction [12,37]. Accordingly, we anticipate that this form of content will be a particularly strong influencer in this pre-purchase phase.…”

Section: Previous Research and Consumer Behaviour 221 View Play Anmentioning

confidence: 93%

“…This occurs after the purchase of a product (such as a video game) and consists of the use and re-evaluation of the product, which in the context of this research would describe video gameplay activities [46]. Previous research on social video content consumption has also found that social interaction and learning are significant motivators for video content consumption [8,12,37], making gaming video content a potential source of new strategies and community building, which may be highlighted in further gameplay due to consumption of gaming video content.…”

Section: Page 2721mentioning

confidence: 99%

“…Despite recent research efforts on the broader topic of social video content and consumer behaviour (especially in Asia) [43,51], relatively little is still known about consumer behaviour related to gaming video content and video games. Research related to the consumption of gaming video content has primarily focused on the motivations to consume said content [8,10,12,14,37,47] and the social behaviour related to gaming video content [12].…”

Section: Previous Research and Consumer Behaviour 221 View Play Anmentioning

confidence: 99%

“…However, little is known about the appeal and the effect of gaming video content on the consumption of video games. Previous research on gaming video content consumption has primarily focused on the motivations to consume said content [10,12,37], but more advanced behavioural research is not widely available yet.…”

Section: Introductionmentioning

confidence: 99%

“…The data for this study was collected through an online survey (N=845) and the study analyses the effect of three genres of gaming video content: let's play, review, and esports, chosen for the analysis due to their popularity among consumers, their commercial potential and influence and their presence on the video sharing platforms [27,31,34]. The analytical model is based on previous understanding of gameplay behaviour [3,9,45,49,50], game video content consumption [8,10,11,12,14,37] and previous understanding of consumer behaviour [13,21,29].…”

Section: Introductionmentioning

confidence: 99%

See 4 more Smart Citations

View, Play and Pay? – The Relationship between Consumption of Gaming Video Content and Video Game Playing and Buying

Törhönen¹,

Sjöblom²,

Vahlo³

et al. 2020

Proceedings of the Annual Hawaii International Conference on System Sciences

Self Cite

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Consuming live-streamed or pre-recorded gaming video content through video sharing services such as YouTube and Twitch has become a significant aspect of the modern gaming and online media culture. Although it has been argued that watching such content may replace some first-hand gaming activities, it has also been argued that consuming gaming video content may further increase both gaming activities and purchases related to gaming. This study provides the first empirical evidence on how the consumption of three popular types of gaming video content (game reviews, let's plays and esports) affect the gameplay activity and game related purchasing behaviour and therefore extends our knowledge about digital consumer behaviour and its latest forms. Results indicate that all three forms of gaming video content have a positive association with time spent playing games. Moreover, gaming video consumption, especially the consumption of review video content, is positively associated with game purchasing behaviour.

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Section: Previous Research and Consumer Behaviour 221 View Play Anmentioning

confidence: 93%

Section: Page 2721mentioning

confidence: 99%

Section: Previous Research and Consumer Behaviour 221 View Play Anmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

View, Play and Pay? – The Relationship between Consumption of Gaming Video Content and Video Game Playing and Buying

Törhönen¹,

Sjöblom²,

Vahlo³

et al. 2020

Proceedings of the Annual Hawaii International Conference on System Sciences

Self Cite

View full text Add to dashboard Cite

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The Metaverse: A new digital frontier for consumer behavior

2023

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This work offers a multidisciplinary perspective on the Metaverse, focusing on its potential implications for consumer behavior. We begin by proposing a conceptualization of the Metaverse as being uniquely defined by the convergence of five key elements—it is digitally mediated, spatial, immersive, shared, and operates in real‐time. We then discuss how these components might collectively alter our understanding of consumer behavior in three domains: consumer identity, social influence, and ownership. We conclude by outlining an agenda for future research to help broaden our understanding of the Metaversal marketplace and its impact on consumer behavior. This work serves as a starting point to characterize a shift that is unfolding in the marketplace and to consider, through a consumer behavior lens, the numerous changes it may bring.

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Freedom and giving in game streams: A Foucauldian exploration of tips and donations on Twitch

Yoganathan

Osburg

Stevens

2021

Psychology and Marketing

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Twitch is a full‐fledged marketplace for game consumption, where gameplay is live streamed by players for the benefit of viewers/followers. Using Foucault's notions of freedom as a practice, we provide a psychosocial understanding of game stream engagement, and especially, user motivations for tipping streamers or donating to charity (i.e., “giving”). Following a netnographic approach, we analyse contributions to a large online forum and data gathered from 15 focus groups. We find that giving arises as an outcome of users exercising their freedom, whilst negotiating personal difficulties, for social gratification (e.g., status among peers), self‐determination (i.e., feeling control over one's life), and self‐extension (i.e., feeling affinity with others to achieve ideal self). By providing opportunities for self‐extension and self‐determination, which lead to better connectivity and stronger community support compared to social media, Twitch enables users to “give freely” (i.e., without obligation or compunction). Consequently, Twitch offers scope for more effective and mutually beneficial means of fundraising than traditional nonprofit marketing strategies, particularly by reaching younger target groups. Ultimately, the paper integrates three widely used theories under one (Foucauldian) metatheoretical perspective and highlights the central role of freedom in understanding game stream user engagement. Practical implications for nonprofit fundraising are also considered.

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Social motivations of live-streaming viewer engagement on Twitch

Cited by 567 publications

References 199 publications

View, Play and Pay? – The Relationship between Consumption of Gaming Video Content and Video Game Playing and Buying

View, Play and Pay? – The Relationship between Consumption of Gaming Video Content and Video Game Playing and Buying

The Metaverse: A new digital frontier for consumer behavior

Freedom and giving in game streams: A Foucauldian exploration of tips and donations on Twitch

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