TY - GEN
T1 - Turning Chatters into Donators
T2 - 44th International Conference on Information Systems: Rising like a Phoenix: Emerging from the Pandemic and Reshaping Human Endeavors with Digital Technologies, ICIS 2023
AU - Pu, Jenny
AU - Sindihebura, Tanguy Tresor
AU - Guo, Yue
AU - Chong, Alain Yee Loong
N1 - Publisher Copyright:
© 2023 International Conference on Information Systems, ICIS 2023: "Rising like a Phoenix: Emerging from the Pandemic and Reshaping Hu. All Rights Reserved.
PY - 2023
Y1 - 2023
N2 - Despite the importance of social interaction in virtual communities, scant research has investigated the outcomes of social interaction features. Our study aims to investigate the business value of social interaction features in the context of livestreaming platforms. Specifically, we investigate the effect of the activation of topic-based bullet screen mode – an interactive feature which allows the streamers to set a theme or topic for the viewers to send bullet screen comments about. Our results from the regression discontinuity estimation suggest that the activation of the topic-based bullet screen mode yields an immediate decrease in viewers' chat interaction, which challenges the conventional wisdom social interaction features is a panacea for boosting increased user engagement. Nevertheless, we observe a compensatory effect whereby the decrease in chat interaction was accompanied by a surge in gift donations. This counterintuitive finding highlights the intricate interplay between social interaction features, user motivations, and platform affordances.
AB - Despite the importance of social interaction in virtual communities, scant research has investigated the outcomes of social interaction features. Our study aims to investigate the business value of social interaction features in the context of livestreaming platforms. Specifically, we investigate the effect of the activation of topic-based bullet screen mode – an interactive feature which allows the streamers to set a theme or topic for the viewers to send bullet screen comments about. Our results from the regression discontinuity estimation suggest that the activation of the topic-based bullet screen mode yields an immediate decrease in viewers' chat interaction, which challenges the conventional wisdom social interaction features is a panacea for boosting increased user engagement. Nevertheless, we observe a compensatory effect whereby the decrease in chat interaction was accompanied by a surge in gift donations. This counterintuitive finding highlights the intricate interplay between social interaction features, user motivations, and platform affordances.
KW - bullet screen
KW - danmu
KW - gifting
KW - Livestreaming
KW - social interaction
UR - http://www.scopus.com/inward/record.url?scp=85192527550&partnerID=8YFLogxK
M3 - Conference contribution
AN - SCOPUS:85192527550
T3 - International Conference on Information Systems, ICIS 2023: "Rising like a Phoenix: Emerging from the Pandemic and Reshaping Human Endeavors with Digital Technologies"
BT - International Conference on Information Systems, ICIS 2023
PB - Association for Information Systems
Y2 - 10 December 2023 through 13 December 2023
ER -