TY - GEN
T1 - How to attract more viewers in live streams? a functional evaluation of streamers’ strategies for attraction of viewers
AU - Jia, Xiaoyun
AU - Wang, Ruili
AU - Liu, James H.
AU - Xie, Tian
N1 - Publisher Copyright:
© Springer Nature Switzerland AG 2020.
PY - 2020
Y1 - 2020
N2 - Live streaming is becoming popular and has attracted large numbers of online viewers. It becomes a social commerce venue where streamers can gain commercial benefits from building the relationship with viewers. Before building relationship with more viewers, how to attract more viewers is the essential foundation in the live streaming industry. This article explores and evaluates what strategies and techniques streamers use to attract more viewers through data source triangulation and methodological triangulation. In details, data were collected from streamers’ self-reports, viewers’ self-reports and online actual behavior; interviews, focus groups and online observation were applied, based on the characteristics of data. Through multiple triangulation, we identified three strategies and techniques for attracting viewers: (i) to increase streamer-viewer interactions, (ii) to create synergy with other streamers, and (iii) to conduct self-promotion. Findings were indicated by the popular streamers and verified by both focus groups and online observations. Our paper contributes to understanding streamer-viewer interactions in computer mediated communication. Live streaming platforms also benefit from this study in terms of platform design and marketing.
AB - Live streaming is becoming popular and has attracted large numbers of online viewers. It becomes a social commerce venue where streamers can gain commercial benefits from building the relationship with viewers. Before building relationship with more viewers, how to attract more viewers is the essential foundation in the live streaming industry. This article explores and evaluates what strategies and techniques streamers use to attract more viewers through data source triangulation and methodological triangulation. In details, data were collected from streamers’ self-reports, viewers’ self-reports and online actual behavior; interviews, focus groups and online observation were applied, based on the characteristics of data. Through multiple triangulation, we identified three strategies and techniques for attracting viewers: (i) to increase streamer-viewer interactions, (ii) to create synergy with other streamers, and (iii) to conduct self-promotion. Findings were indicated by the popular streamers and verified by both focus groups and online observations. Our paper contributes to understanding streamer-viewer interactions in computer mediated communication. Live streaming platforms also benefit from this study in terms of platform design and marketing.
KW - Attraction of viewers
KW - Human online behavior
KW - Human-computer interactions
KW - Live streaming
KW - Multiple triangulation
KW - Online platform design
KW - Online platform marketing
KW - Persuasive strategies
UR - http://www.scopus.com/inward/record.url?scp=85088750259&partnerID=8YFLogxK
U2 - 10.1007/978-3-030-50341-3_29
DO - 10.1007/978-3-030-50341-3_29
M3 - Conference contribution
AN - SCOPUS:85088750259
SN - 9783030503406
T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
SP - 369
EP - 383
BT - HCI in Business, Government and Organizations - 7th International Conference, HCIBGO 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings
A2 - Nah, Fiona Fui-Hoon
A2 - Siau, Keng
PB - Springer
T2 - 7th International Conference on HCI in Business, Government, and Organizations, HCIBGO 2020, held as part of the 22nd International Conference on Human-Computer Interaction, HCII 2020
Y2 - 19 July 2020 through 24 July 2020
ER -