Sustainability of Live Video Streamer’s Strategies: Live Streaming Video Platform and Audience’s Social Capital in South Korea

Abstract

Live streamers’ power and attraction influence consumer behavior. This study focuses on streamer-central formed social capital and the relationship between streamers and audiences on live streaming video platforms (LSVP). First, we explored the impact of trust, norm of reciprocity, and network on social capital formation. Second, we investigated the effect of social capital on streamers’ attributes (attractiveness, expertise, and trustworthiness) and on the audience’s social capital formation. The main findings show that trust and network positively affect social capital. Social capital increases the level of streamers’ attractiveness, expertise, and trustworthiness perceived by the audience, which facilitates sustainable development of the LSVP and the streamer. Perceived streamers’ attractiveness negatively affects social capital formation, while perceived expertise positively affects it. To promote social capital development, streamers and operators of LSVPs should continuously emphasize social capital formation. Moreover, LSVPs should provide audiences with novel and interesting content to enable active networking. For sustainable development of LSVPs, when providing live streaming video services, streamers should deliver content that the audience perceives as based on their expertise rather than on their physical attractiveness.

Digital Disinformation About COVID-19 and the Third-Person Effect: Examining the Channel Differences and Negative Emotional Outcomes

“…SLSSs are used to stream live video content, and allow bidirectional communication and simultaneous trilateral communication. 24 Thus, SLSSs are more powerful to claim attention and build trust relationships, explaining the finding that fake news exposure on SLSSs led to the perceptions of disinformation effects not only on close others and distant others but also on one's self.…”

“…Third-person assessments were measured using three 5-point Likert scales, 24 asking the respondents to evaluate the potential of fake news or incorrect information about COVID-19 in the media to misguide their understanding and behaviors of themselves (self: M = 1.85, SD = 0.84), of their friends and relatives (close others: M = 2.79, SD = 1.04), and of other people (distant others: M = 3.56, SD = 1.01). The self-other perceptual gap was afterward measured by subtracting the mean value of others (close others and distant others) and self-assessment (M = 1.33, SD = 0.97).…”

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

“…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].…”

“…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].…”

Understanding the Mechanism of User Experience Role in Educational Livestreaming Platform

“…In the educational livestreaming platform, psychological ownership allows customers to have a higher opinion of the product before purchasing it and to consider it as their own property psychologically, so that they are not only willing to buy it themselves but also to share it with their friends and family and recommend it (Heo et al, 2020). To enhance this marketing effect, educational livestreaming platforms focus on designing pleasant external cues, creating a better psychological atmosphere, and enhancing users' self-efficacy, relying on psychological ownership to enable users' sensory upgrades and promoting better interaction and understanding between products, brands, and users, thus triggering positive attitudes toward the company or brand and positive improvements in purchase intention (Ham and Lee, 2020).…”