No full-text available
To read the full-text of this research,
you can request a copy directly from the authors.
Why do people watch others play video games? An empirical study on the motivations of Twitch users
Abstract
This study investigates why people choose to watch others play video games, on services such as Twitch. Through a questionnaire study (N = 1097), we examine five distinct types of motivations from the uses and gratifications perspective: cognitive, affective, personal integrative, social integrative and tension release. Information seeking is shown to be positively associated with the amount of hours that users chose to spend on the service, as well as the amount of individual streamers they choose to watch. Furthermore, we find that tension release, social integrative and affective motivations are positively associated with how many hours people watch streams. We also find that social integrative motivations are the primary predictor of subscription behaviour. This study lays the groundwork for understanding the motivations to consume this emerging form of new media in the context of online games and video streams.
... For instance, initiating cooperation with others may foster a cooperative reputation and facilitate reciprocal benefits, enhancing the initiators' market performance. Cooperation with others may also offer opportunities for social learning, thereby strengthening the initiators' production capabilities and competitive advantages in the market [6]. Yet, the nuanced effects of the three cooperation typeshyping, peering, and spreadingon initiators' market performance are unclear. ...
... For instance, livestreaming audience is shown to be motivated by utilitarian value, hedonic value, and social value [16]. While utilitarian value (e.g., usefulness) [16,17] and hedonic value (e.g., novelty) [6] are informational values materialized through livestreaming content, social value emerges from the benefits of the social interactions within a livestreaming channel. Through large-scale surveys, both Hilvert-Bruce et al. [16] and Sjöblom and Hamari [6] have found that audience is motivated to engage in behaviors, such as following, subscribing, and gifting, by social values, which include the attainment of new social ties and the enhancement of community belonging [1]. ...
... While utilitarian value (e.g., usefulness) [16,17] and hedonic value (e.g., novelty) [6] are informational values materialized through livestreaming content, social value emerges from the benefits of the social interactions within a livestreaming channel. Through large-scale surveys, both Hilvert-Bruce et al. [16] and Sjöblom and Hamari [6] have found that audience is motivated to engage in behaviors, such as following, subscribing, and gifting, by social values, which include the attainment of new social ties and the enhancement of community belonging [1]. In addition, researchers have found a positive impact of entertainment-and information-seeking motivations on the audience's time spent [15][16][17], which, in turn, facilitates their financial engagement (i.e., money spent) on livestreaming platforms [17]. ...
This study explores widespread cooperation among live content creators on synchronous user-generated content (UGC) platforms. It introduces a typology of online cooperation-hyping, peering, and spreading-based on creators' relative popularity statuses and proposes a framework exploring resource-based cooperative strategies and the economic impacts of the three cooperation types. The study reveals varying effects of homophily-based and reciprocity-based strategies on the three cooperation types. The findings also highlight the network effects arising from cooperation and identify conflicting impacts of hyping on creator and platform growth. These findings offer essential insights for managing platform growth in the synchronous UGC market.
... The results highlight the essential role of hedonic value in fostering customer engagement, indicating that LSC users are mainly driven by emotional and entertainment-related factors [58]. This is consistent with observations that live streaming's appeal lies in co-creating enjoyment [41], connection, and an escape from routine [59], rather than purely transactional interactions. Contrary to expectations, utilitarian and symbolic values were not significant mediators linking social support to customer engagement. ...
... This finding highlights a unique aspect of LSC, where hedonic value outweighs functional or status-related factors [58]. It appears that LSC viewers prioritize experiences that fulfill emotional needs and offer pleasure [59], which in turn shapes their engagement patterns [58]. ...
... These insights enhance the understanding of LSC dynamics by emphasizing the crucial role of emotional needs [59] and detailing the pathways through which social support fosters customer engagement. ...
This research leverages social support theory to examine how informational and emotional support affect customer engagement in live streaming commerce (LSC), emphasizing the mediation effect of perceived value. Specifically, this study explores how these types of support influence perceptions of symbolic, utilitarian, and hedonic value. The study establishes its conceptual framework by analyzing 762 valid surveys from Chinese LSC consumers using SPSS and SmartPLS. Findings reveal that customer engagement is influenced by customers' perceptions of symbolic, utilitarian, and hedonic value in LSC, with social support significantly impacting perceived value. Notably, hedonic value is critical in LSC, mediating the interaction between customer engagement and both types of social support. These insights offer strategic guidance for sector professionals, highlighting the importance of fostering social support to enhance user engagement. The study also underscores the need for platforms and brands to focus on creating engaging and value-driven content to build a loyal customer base. By understanding the intricate dynamics of social support and perceived value, businesses can better navigate the evolving landscape of LSC.
... Sjöblom and Hamari, (2017) [6], argue that streamers' audiences are influenced to keep watching them for their video game skills, making these audiences return to the streaming. ...
... Second, in "Why do people watch others play video games? An empirical study on the motivations of Twitch users", Sjöblom and Hamari (2017) [6] demonstrate that engaging in information search is positively correlated with the time users spend on the platform and the number of individual streamers they choose to watch. In addition, we found that stress release and affective and social integrative motivations are positively associated with the number of hours people watch broadcasts. ...
... Viewers, in turn, often perceive streamers as more relatable and accountable than political figures on other social media platforms [11]. Additionally, Twitch streamers rely heavily on audience interaction for both content creation and financial support, creating a feedback loop that emphasizes the audience's role in shaping political discourse on the platform [12]. While the spread of political speech into streaming media is not new [1], Twitch's technological affordances create a distinctive environment for these interactions. ...
... The other important trait of Twitch is that the creation of the content is also dependent on viewers at the same time. Not to mention the audience is a source of revenue that streamers are making [27], their content creation itself is also inherently dependent on viewers and their chat posts because of the real-time nature of live streaming [12]. Viewers' reactions during live streaming are crucial for political content creators, as their content tends to be talk show-oriented and requires smooth communication with viewers through streaming chat. ...
As new technologies rapidly reshape patterns of political communication, platforms like Twitch are transforming how people consume political information. This entertainment-oriented live streaming platform allows us to observe the impact of technologies such as “live-streaming” and “streaming-chat” on political communication. Despite its entertainment focus, Twitch hosts a variety of political actors, including politicians and pundits. This study explores Twitch politics by addressing three main questions: 1) Who are the political Twitch streamers? 2) What content is covered in political streams? 3) How do audiences of political streams interact with each other? To identify political streamers, I leveraged the Twitch API and supervised machine-learning techniques, identifying 574 political streamers. I used topic modeling to analyze the content of political streams, revealing seven broad categories of political topics and a unique pattern of communication involving context-specific “emotes.” Additionally, I created user-reference networks to examine interaction patterns, finding that a small number of users dominate the communication network. This research contributes to our understanding of how new social media technologies influence political communication, particularly among younger audiences.
... Some researchers have adopted a useand-gratification perspective for studying viewing motivation. Sjöblom and Hamari (2017) used questionnaire responses to identify five types of viewer motivation: cognitive, affective, personal integrative, social integration, and tension release. Here and in other studies of streaming audience satisfaction and motivations, analytical frameworks have generally assumed or described all streaming participants as video game lovers and players, with the games occupying central positions in terms of performance and viewing. ...
The focus of this paper is on the spectating phenomenon of live streaming gameplay, which has been described as “marginal.” After reviewing important non-gaming factors capable of bringing game streaming from the analytical margins to the center, we discuss the larger context in which game streaming is embedded, plus its implications. Data were gathered via in-depth interviews with game stream viewers, analyses of game streaming-related forum posts, and an online survey. According to our observations, game streaming should not be viewed as only a game-related phenomenon or extended gameplay practice, but also as a type of cross-media entertainment involving multiple media consumption characteristics—a form of stage performance, a space for social interaction, and as entertainment similar to hosted variety shows and reality television. Consumers tend to move among multiple streaming activities serving assorted media functions in search of entertainment, with their identities changing according to personal time restrictions and social situations.
... Cheung and Huang (2011), for example, used the StarCraft series (Blizzard Entertainment 1998-2015 and its fandom to develop archetypes of spectators in the context of e-sports in physical and digital environments (in-game spectatorship). Sjöblom and Hamari (2016) apply the Use and Gratification Theory (UGT) to address the experience of the game spectator and the objectives and pleasures of watching games. And more recently, Orme (2021) performed a qualitative analysis of the motivations of "just watchers", addressing the constraints that make someone want to watch, but not play video games. ...
Understanding streaming platforms as capable of supporting and promoting new languages, trends, and online consumption practices, this article relates game media itself to cultural phenomena and social processes around play-watch activities in game streams on Twitch.tv. Analyzing the materiality (structure, affordances, socio-technical and economic aspects) of the leading platform in the live streaming market, we carry out a preliminary understanding of how these digital territories influence and harbor experiences of watching and playing games. Addressing the tools and uses of Twitch.tv, we present concepts that help us understand practices within the community that transcend watching and modify gaming – the sociability in participatory communities of play (Hamilton et al. 2014), the co-creation in multiplayer entertainment (Shear 2019), and the interactivity and agency in crossplay –, as well as the role of the industry and its neoliberal agenda on shaping game spectatorship and domesticating subversive conducts in the game of watching.
... Since its launch in 2011, the live streaming platform Twitch has continually expanded its mechanisms for monetizing interactions between content creators and their viewers. While numerous studies document the motivation of viewers (Sjöblom, et. al. 2017;Wulf, et. al. 2020), experiences of live streamers (Taylor, 2018;Sjöblom, et. al., 2019;Woodcock & Johnson, 2019), and platform policy (Partin, 2020;Poell, et. al., 2022), an explanatory framework and a clear timeline of functional changes on Twitch is still missing. Tracking Twitch changes can shed light on what motivates them, and what ...
Since its launch in 2011, the live streaming platform Twitch has continually expanded its mechanisms for monetizing interactions between content creators and their viewers. While numerous studies document the motivation of viewers (Sjöblom, et. al. 2017; Wulf, et. al. 2020), experiences of live streamers (Taylor, 2018; Sjöblom, et. al., 2019; Woodcock & Johnson, 2019), and platform policy (Partin, 2020; Poell, et. al., 2022), an explanatory framework and a clear timeline of functional changes on Twitch is still missing. Tracking Twitch changes can shed light on what motivates them, and what is likely to influence the platform going forward. The literature on Twitch platform policy focuses mainly on how the platform mimics features that were first introduced by users, a process Partin (2020) called “envelopment”. However, we argue that there are two important parallel mechanisms that motivate change. First, via competition, Twitch copies features from other platforms. Second, via realignment, Twitch meets user demands for changes on the platform. This process of strategic cooptation of features via envelopment, competition, and realignment, is what we call adaptive governance. It is this holistic approach of adaptive governance that remains a blind spot in the literature and which this article aims to give a first description of.
... This research suspects that the streamers may unknowingly enhance the suspense in their playthroughs through their commentary. They pointed out lore, foreshadowing, and other narrative elements that the viewers might have missed on their own [7]. In this way, streamers can take what the video game provides, such as subtle hints of danger, and expand upon them to make the game appear more challenging and the stakes seem higher to their viewers, even if the consequences for failure are not severe [8]. ...
This research aimed to explore the impact of streamer commentary on the playthrough viewer's emotional experience in single-player narrative-driven games. This study used quantitative and qualitative approaches by surveying and interviewing 34 people who regularly watch playthroughs. They were asked to watch three different playthroughs of "No Snake Hotel," a 2022 horror game chosen for its brevity and simplicity, with several visual and audio cues containing lore and foreshadowing. The playthroughs were categorized as no commentary, casual commentary, and thorough commentary. The study identified 15 key commentary opportunity points in the game, 6 of which were narrative foreshadowing that can help build suspense. The casual commentary playthrough interacted with 5 out of 15 commentary opportunity points and none of the foreshadowing, while the thorough commentary playthrough interacted with 13 out of 15 commentary opportunity points and all the foreshadowing. No commentary playthrough was deemed scarier by 73.5% of participants. However, 94.1% of participants preferred the two playthroughs with commentary. The minority of participants, 5.9%, who preferred no commentary, wanted to preserve the tone. In contrast, 70.6% of participants who preferred thorough commentary stated that this playthrough provided them with suspense-related emotions such as excitement, apprehension, and anxiety.
... The study confirmed that the level of social presence affects the number of views, interactions and viewer engagement, considering the role of streamer attractiveness. A survey of 386 viewers used the metrics of sense of community (Sjöblom & Hamari, 2017), emotional support, interactivity (Chen & Lin, 2018), social presence (Gefen & Straub, 2004), streamer attractiveness and intention to watch based on a Likert scale (1 to 5). Data were analysed using structural equation model (SEM) and partial least squares method (PLS-SEM), with reliability and validity checks (Cronbach's α and CR). ...
The aim of this study was to create a new, comprehensive methodology for assessing the quality and performance of video broadcasts using virtual human technologies. The research methodology included analysing existing methodologies and adapting them to the specifics of virtual hosts. New evaluation tools were developed, considering parameters such as technical quality, emotional support, interactivity, social presence, streamer attractiveness and intention to continue watching. The main results of the study showed that technological aspects of video streaming have a significant impact on viewers’ perception of such videos. High video and audio quality, and broadcast stability increase audience satisfaction and engagement. In addition, the emotional interaction between the virtual host and the audience promotes a deeper understanding and increases trust. The interactivity and social presence of the virtual host create a sense of community and engagement, which positively affects the overall perception of the broadcast. Viewers’ self-efficacy, information overload and cognitive dissonance factors were also examined, which helps to better understand the psychological state of viewers. The findings suggest that in order to achieve a high level of authenticity and trust in virtual influencers, it is necessary to consider technological aspects, aesthetic aspects, the level of trust in the host, parameters of its audience (their motivations, cultural and personal characteristics that can affect the specifics of assessing the quality and effectiveness of the broadcast), parameters of the host itself (realism, emotional expressiveness, interactivity, presence, and absence of humour, and so on). The proposed methodology allows for a comprehensive assessment of all these parameters, contributing to the improvement of the quality and effectiveness of live broadcasts with virtual hosts
... Pellicone et al. [21] conducted a qualitative study of an online forum about game streaming and found that a key attribute of streaming is the development of a unique attitude and persona as a gamer. Sjoblom et al. [32] investigated why viewers watch others play video games, and showed that tension release, social integration, affective motivations, and information seeking impacted the hours spent watching, subscription behavior, and the number of streamers watched. Similarly, Gross et al. [6] investigated how motivations influence user's gratifications on watching live streaming on Twitch.tv, ...
Despite gaining traction in North America, live streaming has not reached the popularity it has in China, where livestreaming has a tremendous impact on the social behaviors of users. To better understand this socio-technological phenomenon, we conducted a mixed methods study of live streaming practices in China. We present the results of an online survey of 527 live streaming users, focusing on their broadcasting or viewing practices and the experiences they find most engaging. We also interviewed 14 active users to explore their motivations and experiences. Our data revealed the different categories of content that was broadcasted and how varying aspects of this content engaged viewers. We also gained insight into the role reward systems and fan group-chat play in engaging users, while also finding evidence that both viewers and streamers desire deeper channels and mechanisms for interaction in addition to the commenting, gifting, and fan groups that are available today.
... Live chat primarily serves as a platform for viewers to express their sentiments and thoughts about a sport occasion and exchange game-relevant information such as game statistics, rosters, and events themselves (Scheibe et al., 2016). One of the primary motivations to engage in live chat is driven by information-seeking desire (Hilvert-Bruce et al., 2018;Sjöblom & Hamari, 2017) and emotional sharing to enhance positive feelings during media consumption (Luo et al., 2020). ...
Social Live Streaming Services (SLSSs) have emerged as a novel distribution channel for mediated sports, necessitating an exploration of their impacts on viewers’ flow experiences. This study integrates flow theory and the limited capacity model to assess the extent to which interactive elements, specifically live chat and streamer presence, contribute to viewers’ flow experiences under different suspense levels. The findings revealed that the live chat positively affected viewers’ flow, while streamer presence had a negative impact. Moreover, under low suspense conditions, both informational and emotional messages were positively correlated with flow, whereas only emotional messages exhibited a positive impact on flow under high suspense conditions. Notably, the negative impact of streamer presence on flow remained consistent regardless of suspense conditions. This study expands existing knowledge on flow within the context of SLSS and provides insights for practitioners seeking to strategically leverage SLSSs as an effective distribution channel for mediated sports.
... In addition to YouTube, live streaming platforms have introduced new dimensions to PSI and PSR. Sjöblom and Hamari (2017) explore the motivations behind viewership on these platforms, identifying key factors such as cognitive, affective, social integrative, personal integrative, and tension release. Their findings highlight the complex nature of audience engagement in digital media. ...
This study investigates the dynamics of digital intimacy and parasocial phenomena within VTuber audiences, focusing on a predominantly young, Asian demographic characterised by high engagement levels. Utilising the Uses and Gratifications Theory, the research identifies key motivations driving audience interaction with VTubers, including cognitive, affective, personal integrative, social integrative, and tension release needs. A novel finding of this study is the bi-directional communication between audiences and VTubers, facilitated by instant chats, which mirrors real-life social interactions more closely than traditional one-way parasocial interactions. The inclusion of the "naka no hito" emphasises the significance of human elements in virtual interactions, underscoring a preference for maintaining connections within the digital realm rather than transitioning to real-world relationships. These insights highlight the transformative role of VTubers in redefining digital intimacy and human connection in an increasingly virtual society.
... Twitch.tv is a platform that provides affordances for live streaming, established in 2011 as the spin-off dedicated to gaming of Justin.tv and acquired by Amazon in 2014. Although the range of streams available on Twitch has widened to include non-gaming content, the platform's identity remains rooted in gaming culture and its success lies in inventing a new way to share the experience of playing video games, with a streamer who broadcasts and comments in real-time their gameplay, interacting with the spectators through a live text chat (Gandolfi, 2016;Sjöblom & Hamari, 2017). Twitch is a space that 'brings back' corporeality into gaming (Anderson, 2017) through an interface that lets the streamer broadcast at the same time the game they are playing and themselves playing it 23 . ...
Women’s entrance into male-dominated spaces has always been a
contentious process, fraught with conflicts surrounding the legitimacy of their participation. This paper aims to offer an account of those conflicts in the field of gaming and geek culture through the lens of the spiral of silence theory. In light of this frame, we can see the history of women’s presence in this social field as composed of four phases. In Phase 1 (1980-2010), gaming was established as a masculine space, where women could gain conditional acceptance only as long as they refrained from voicing issues related to their identities and experiences. In Phase 2, the spiral of silence started to be broken during the wave of “geek feminism” of the early 2010s, when online communities gave voice and visibility to women participating in the culture. In Phase 3, misogynistic backlash erupted in the form of #GamerGate (2014), a campaign of harassment that portrayed gaming culture as under threat from feminists and “social justice warriors”. Today, we are living through Phase 4, where the conflicts around women’s presence have found a new battleground on Twitch.tv, which we explored through interviews with gaming streamers and netnographic observation of their channels. Our aim is to bring into relief how the cultural codes inherited from geek culture and the affordances of the platform coalesce to create an often-hostile environment for women, who must perform different forms of emotion management in order to establish themselves as legitimate actors against sexist expectations.
... Además del entretenimiento y la búsqueda de información (Sjöblom y Hamari, 2017), los usuarios se sienten atraídos por la interacción social para conocer a nuevas personas y el sentido de pertenencia a una comunidad (Chen y Lin, 2018;Anderson, 2017). También se destaca la atracción que generan mecanismos como la emoción de la probabilidad y la satisfacción de obtener recompensas a través del juego (Abarbanel y Johnson, 2020). ...
Introducción: Twitch se ha consolidado como nuevo escaparate de todo tipo de comunicadores. No obstante, la percepción sobre las emisiones en esta plataforma dista de la imagen del periodismo profesional. Por ende, esta investigación tiene como objetivo determinar si el periodismo practicado en Twitch es de carácter amateur o si se asemeja más al profesional. Metodología: El estudio se centra en el análisis de contenido de perfiles de periodistas y medios digitales en Twitch, identificando similitudes y contrastes con lo que se realiza en entornos profesionales y estudiando elementos y formas empleadas. Resultados: A pesar de operar en una plataforma cuyo público principal está compuesto mayoritariamente por jóvenes, tanto los periodistas como los medios digitales desempeñan una labor profesional que se evidencia en los elementos formales y en los contenidos, alejándose de los estereotipos comúnmente asociados a las transmisiones en Twitch. Discusión: Los resultados confirman los de análisis previos que apuntaban a la formalidad de algunas retransmisiones y apuntan nuevas vías de investigación. Conclusiones: La capacidad de esta plataforma para fomentar la interacción entre periodistas y audiencia, la diversidad temática y su alcance global la convierten en un medio ideal para llegar a nuevas audiencias sin comprometer la calidad informativa.
... Commoditization refers to the phenomenon where platforms exploit the trend towards participatory culture and the audience's aspiration for visibility. 93 As an illustration, viewers invest in subscriptions to acquire badges that become visible to fellow viewers adjacent to their usernames. 94 A study by Johnson and Woodcock revealed that Twitch has established a reliable profit model, upon which streamers can depend, to generate income and formulate novel monetization approaches, while simultaneously upholding both cooperative and adversarial interactions with the platform. ...
In 2022–2023, the gaming house LL35, live-streamed on Twitch.tv, was the Norwegian Broadcasting Corporation’s (NRK) content strategy to reach one of the most elusive audiences: male gamers between 18–29. This article discusses the case of LL35 in the light of Norwegian media policy, with particular focus on the Norwegian public service mandate. Through an analysis of how the content and scheduling of the live Twitch broadcasts developed over the span of its first year of existence, informed by interviews with the production crew behind LL35, we discuss whether LL35 was able to live up to the public service mandate and how LL35 can be part of preparing NRK for the competition in a world of (inter)networked broadcasting. The article centers on two research questions: How did the content and scheduling of LL35 develop over time, and to what degree could this development enable NRK to fulfill its commitment to offer public service content to its target group? The research shows that despite the will for innovation in NRK, combining the social media logic of Twitch and the media logic of NRK was a challenge. It also underlined the mutual dependency of legacy television and streaming, and how their roles shift. The theoretical foundation for the study is a combination of perspectives from media policy studies with insights from research on esports, game streaming and Twitch, and studies of public service youth content.
Sharing gameplay videos online has become a common practice. In case of virtual reality (VR) games, these videos are typically in the traditional rectangular format, consisting of a real-world view showing the player’s actions and a virtual-world view showing what the player sees in the VR game. Watching such videos can be considered a process of observational learning—when the viewers of these videos become players, they may perform better and have a better experience in the game. This study explores this potential chain of indirect effects of watching VR gameplay videos. The result of a laboratory experiment shows that watching VR gameplay videos indirectly enhances various aspects of players’ experience including immersion, flow, competency, and positive affect, via its effect on observational learning and, thereafter, game performance. The theoretical and practical implications of these effects have also been discussed.
Livestream selling is an innovative form of online shopping that supports real-time interactions between streamers and consumers. However, a key challenge remains: Streamers have limited capacity to answer individual inquiries, whereas shoppers expect fast, personalized responses. This study investigates whether an AI-powered streaming assistant can address this tension by providing interactive, chat-based support to help consumers access and process information. Through a large-scale randomized field experiment on a leading livestream selling platform, we find that the AI assistant increases sales by 3.00% and reduces product return rates by 12.55%. Our analysis suggests that the AI assistant helps consumers feel more informed and confident in their purchases, thereby reducing uncertainty. At the same time, the AI assistant can occasionally disrupt the consumers’ livestream experience. Overall, the benefits of uncertainty reduction outweigh the negative influence of interruptions. For platform managers and policymakers, these findings evidence the potential of AI technology to enhance online commerce. The AI assistant is particularly effective for high-uncertainty products and for streamers with large audiences, offering implications for strategic deployment. Our research provides actionable insights for integrating AI into livestream selling and other digital commerce scenarios where real-time, AI-powered support can facilitate both consumer satisfaction and business growth.
Bu araştırma, elektronik sporlara katılan bireylerin öz yeterlilik ve sosyalleşme düzeylerinin demografik değişkenlere göre farklılaşıp farklılaşmadığını belirlemek amacıyla yapılmıştır. Araştırma Şubat ve Haziran 2023 tarihleri arasında 14-18 yaş aralığındaki bireylere Eskişehir ilinde anket çalışması ile gerçekleştirilmiştir. Araştırmadaki hipotezler elde edilen verilerin SPSS 19TR paket programında T-testi ve Anova Testi ile test edilmiştir. Araştırmaya katılan bireylerin öz yeterlilik düzeylerinin yaş, cinsiyet ve oyun oynama süresine göre farklılık gösterdiği, sosyalleşmenin ise cinsiyet ve oyun oynama süresine göre farklılık gösterse de yaşa göre farklılık göstermediği tespit edilmiştir. Çalışma sonuçları ile, elektronik spor faaliyetlerine katılan bireylerin demografik özelliklerini belirlemek adına literatüre katkı sağlanmış, bunun yanında aktivite açısından önemli olan sosyalleşme ve öz yeterlilik kavramlarının demografik değişkenlere göre farklılaşmaları ortaya çıkartılmıştır. Bu sonuçlar dahilinde hem aktivite düzenleyicilerine hem de 18 yaş ve altı bireylere sahip ebeveynlere çeşitli öneriler getirilmiştir.
This chapter aims to understand how Esports organizations can improve digital marketing strategies, considering the unique characteristics of this sector and the importance of maintaining solid relationships with the target audience. The research was carried out using a mixed methodology, which included the application of quantitative research to evaluate the behaviors of Esports fans and a qualitative literature review to explore the trends and challenges of digital marketing in this context. The results show that the esports audience consists predominantly of young males, with a strong interest in video games, technology and pop culture. The personalization of digital strategies, focusing on platforms such as YouTube and Twitch, as well as the use of promotions and sweepstakes, proved essential for audience engagement. Although the use of influencers has a neutral perception, campaigns that offer direct benefits, such as promotions, are more attractive.
Vlogging is increasingly popular for sharing personalized experiences, yet research on audience engagement and behavior is limited. This study, guided by the elaboration likelihood model (ELM), examines the impact of information quality and source credibility on viewer engagement and their behaviors in food (Study 1) and travel vlogs (Study 2). Data are collected from 424 food and 442 travel vlog viewers in India using structured surveys and snowball sampling. Results indicate that information quality and source credibility significantly influence viewer engagement, which affects their social networking and patronage behaviors, with no notable role of gender in these relationships. This research contributes valuable insights to vlogging, highlighting how audience engagement drives behavior and creates value.
Over the past decade, video games have dramatically risen in popularity, and marketers have started recognizing the research opportunities video games provide. However, much of the current research in the gaming space focuses on the video game experiences of individual consumers, whereas other participants in the video game ecosystem are often ignored. In addition, research frequently uses traditional data collection and analysis techniques that do not adequately account for the unique features of the data generated within this ecosystem. In this article, using a framework based on service-dominant logic and the customer journey, we identify six distinct pillars embedded in the video game ecosystem and describe the types of data generated through interactions among them. We then present three challenges with data gathering and analysis that arise from the co-creation of value within the video game ecosystem. Finally, we outline adaptations marketers can make to address these challenges and present future research directions to help access and analyze data generated throughout the video game ecosystem.
E-Spor ve Sinir Sistemi: Rekabetin Psikofizyolojik Temelleri Nihal DAL Serdar TOK E-Sporda Mental Dayanıklılık ve Zihinsel Sağlık Aylin ZEKİOĞLU Rekreatif Bir Etkinlik Olarak E-Spor İlker BALIKÇI E-Spor’da Bağımlılık ve Sağlıklı Oyun Alışkanlıkları Naci KALKAN Takım Olgusuyla E-Sporda Takım Oluşturma Atakan YAZICI
TikTok telah menjadi kekuatan transformatif dalam lanskap digital yang berkembang pesat, mengubah strategi pemasaran dan perilaku konsumen. Penelitian ini menggunakan model Stimulus-Organism-Response (SOR) untuk menganalisis hubungan kompleks antara persepsi kualitas informasi, kehadiran sosial, kepercayaan, kepuasan, dan niat pembelian pelanggan dalam konteks pembelian melalui TikTok Live. Berawal dari tinjauan terhadap perkembangan e-commerce, makalah ini menekankan peran penting fitur interaktif TikTok dan pengaruhnya terhadap keterlibatan konsumen. Dengan desain penelitian konklusif dan pendekatan deskriptif, penelitian ini bertujuan menggali persepsi konsumen secara mendalam dalam konteks yang dinamis ini. Pengumpulan data dilakukan melalui survei berbasis platform digital, yang memungkinkan analisis komprehensif. Data yang terkumpul akan dianalisis menggunakan Structural Equation Modeling (SEM), mencakup statistik deskriptif dan inferensial. Dengan mengeksplorasi hubungan antar variabel yang diidentifikasi, penelitian ini memberikan wawasan berharga dalam bidang social commerce dan pemasaran digital. Pada akhirnya, penelitian ini mengungkap mekanisme kompleks yang memengaruhi niat pembelian konsumen di TikTok Live, sekaligus memberikan pemahaman yang lebih mendalam tentang faktor-faktor pendorong perilaku pembelian di era digital modern.
Purpose
This paper proposes a structural model that explores the relationship between game/esports streamers’ credibility dimensions and viewers’ willingness to spend money (WTP) on online games. The study seeks to uncover the underlying mechanisms in this relationship by drawing on the source credibility model, social identity theory and S-O-R framework.
Design/methodology/approach
The study utilized an online survey conducted through Qualtrics survey software to validate the proposed framework. The sample ( N = 612) consisted of viewers of a Turkish esports live streamer with a substantial following on both Twitch and YouTube. The main research framework was tested using AMOS 22, and the serial mediation analyses were done using Process v3.0 on SPSS.
Findings
The findings of this study are significant, revealing that streamer credibility (SC) factors – trustworthiness, attractiveness and expertise – have a profound impact on the response variables purchase intention (PI) and WTP through streamer identification (STI). Moreover, the study uncovers that the time spent watching the streamer significantly influences WTP for games, a crucial insight for the gaming industry.
Practical implications
By bridging the realms of social identity theory and the source credibility model within the context of game streaming, this study charts new territory in understanding the intricate web of factors shaping consumer behaviour in live-stream gaming environments. It highlights the multifaceted nature of viewer-streamer interactions and their implications for marketers and industry stakeholders seeking to navigate the expanding landscape of live stream commerce.
Originality/value
This paper offers a novel structural framework that synthesizes multiple perspectives to investigate the relationship between esports streamers’ credibility and viewers’ spending behaviour. By incorporating concepts from the source credibility model, social identity theory and S-O-R framework, the study not only expands upon existing theories of identity in the streaming domain but also provides a comprehensive understanding of the factors influencing consumer behaviour in online gaming environments.
Background
Gambling content on streaming platforms has gained popularity. Given their intense, cue-laden nature, watching gambling streams may trigger cravings among viewers. At the same time, people who gamble may be motivated to watch gambling streams in an attempt to regulate their cravings.
Methods
We tested these ideas across two preregistered online studies, recruiting i) people who gamble to compare a subgroup of gambling stream viewers with non-viewers (Study 1; n viewers = 221, n non-viewers = 642), and ii) a group of gambling stream viewers (Study 2; n viewers = 271).
Results
Gambling stream viewers were younger, tended to identify as men, and displayed higher levels of problem gambling and gambling cravings compared to non-viewers. Problem gambling severity was correlated positively with both the motivation to use gambling streams to regulate cravings and with cravings elicited by watching gambling streams.
Discussion
Our findings indicate that while viewers with higher levels of problem gambling may use gambling streams to regulate their cravings, doing so might evoke cravings.
While the literature on esports is growing exponentially, little work has been undertaken into understanding the reasons that lead viewers to buy sponsored products and demonstrate engaged and loyal behaviours towards players and brands. Based on social identity theory, this work explores the effects of viewers' identification with players/teams and viewer communities on their purchase intentions, behavioural engagement and behavioural loyalty. Based on responses
made by 396 esports viewers, a theoretical model is validated using PLS-SEM. The results indicate that viewers’ identification with esports players/teams influences their identification with communities, which affects three viewer behaviours: intention to buy sponsoring brands, behavioural engagement and behavioural loyalty towards the player and/or team. Viewers’ identification with the community mediates the effects of their identification with players and teams. This is among
the first studies to use social identity theory to explain the behaviours of esports’ viewers towards esports, players, teams and sponsoring brand.
Purpose
Despite the burgeoning popularity of virtual gifting in live streaming, research lacks an in-depth understanding of the drivers behind this behavior. Using para-social relationship (PSR), this study aims to capture viewers’ lively social feelings toward the streamer as the key factor leading to the purchase behavior of virtual gifts. It also aims to establish a theoretical link between PSR and viewers’ holistic experience in live streaming as captured by cognitive absorption and aims to investigates the role of technological features (i.e. viewer–streamer and viewer–viewer interactivity, streamer-level and viewer-level deep profiling and design aesthetics) in shaping viewers’ experience.
Design/methodology/approach
Based on 433 survey responses, this study employs a combination of structural equation modeling and neural networks to offer valuable insights into the relationships between the technological environment, viewer experience and viewer behavior.
Findings
Our results highlight the salience of PSR in promoting the purchase of virtual gifts through cognitive absorption and the importance of the technological environment in eliciting the viewer experience. This study sheds light on the development of PSR in a technological environment and its relationship with cognitive absorption.
Originality/value
By applying PSR to conceptualize viewers’ perceived connection with the streamer, this study extends the research on purchase behavior in the non-shopping context by providing an enlightened understanding of virtual gift purchase behavior in live streaming. Moreover, by theoretically linking PSR with cognitive absorption, virtual gift purchase and technological features of live streaming, it enriches the theory of PSR and bridges the gap between the design practice of supporting the IT infrastructure of live streaming and research.
The live streaming of digital and analogue gaming has emerged as a major new topic in games research. One element involves understanding the labour of streaming: studies to date have focused on examining the ‘on-camera’ labour of streamers, but what has yet to be examined is their ‘off-camera’ labour. This includes developing stream aesthetics, networking with other streamers and viewers, building communities on other platforms and management and maintenance activities. These forms of labour are undertaken by those who broadcast for leisure purposes and those who aspire to a part-time or even full-time job in game streaming. Drawing on extensive interview data with professional and semi-professional live streamers, this paper explores off-stream labour and the demands it makes on game broadcasters. The article sheds new light on the behind-the-scenes labours and lives of aspirational gaming live streamers, who are collectively becoming increasingly influential in global gaming communities.
El objetivo principal de esta investigación es analizar el impacto del uso de los elementos gráficos (overlays) basados en UX, en transmisiones en vivo a través de la marca IVEON, con el fin de comprender su influencia en el rendimiento de los creadores de contenido. La metodología de investigación es cuantitativa realizando dos tipos de encuestas. La primera consiste en determinar las variables de estudio a través de las preferencias de los usuarios de diseño, para identificar tendencias. La segunda se basa en encuestas longitudinales de medidas repetidas para verificar la variación de las métricas de los directos.
This study investigates the impact of distributed streams on viewer engagement. Using the difference-in-differences (DiD) method, viewer engagement is analyzed based on whether the stream contains game updates. The research dataset contains 2,063 videos randomly selected from 130 streamers from January to March 2024. This study investigates the relationship between streaming releases and viewer engagement by tracking daily viewer growth and controlling for variables such as streaming account age, number of past followers, and number of existing videos. Research results show that streaming media that reflects game updates can initially increase viewer engagement, a key performance indicator that supports decision making. This study contributes to the management accounting and accounting information system literature by emphasizing the need for management control systems to incorporate viewer engagement metrics. This integration aids in making informed decisions within the streaming industry and highlights the critical role of data analytics in improving performance.
Data Availability: Data will be made available on request.
JEL Classifications: L82; L86; M31; O33.
La investigación se centra en explorar la producción académica por años sobre streaming de videojuegos en la plataforma Twitch, evidenciando una ausencia previa de revisión bibliográfica específica en este ámbito. La Media Ecology se asume como marco para comprender el surgimiento de nuevos medios, como Twitch, dentro del ecosistema comunicativo. El estudio utilizó un enfoque cualitativo que combinó una revisión sistemática de la literatura utilizando el protocolo PRISMA, análisis bibliométrico en Scopus y mapeo científico utilizando Vosviewer para identificar grupos temáticos relevantes por años. Los hallazgos, basados en 70 artículos, muestran un creciente cuerpo de trabajo académico sobre Twitch que comenzó en 2016. A partir de 2020 el interés se focalizó en los espectadores de Twitch sobre sus motivaciones, comportamientos y relaciones. En los años siguientes en la búsqueda sobre los significados asociados al consumo, la interacción y aspectos relacionados con el nivel de compromiso, toxicidad y moderación en los streaming para, en los últimos años observar ciertas culturas minoritarias como la comunidad queer y mujeres streamers. Además, se han realizado trabajos para conceptualizar el fenómeno, las potencialidades de la plataforma y su monetización. Se evidencian desigualdades sociales en el campo académico, con predominio de autores asiáticos, estadounidenses e ingleses, y escasa representación de mujeres y académicos latinos. Se sugiere explorar la cultura de streaming en América Latina para un entendimiento más completo del fenómeno, considerando que los espectadores de habla hispana ocupan el segundo lugar en Twitch.
La presente revisión tiene como objetivo describir las implicaciones educativas que tiene la tecnología digital y su consumo en los jóvenes. Se procede a conceptualizar y poner en contexto los términos: eSport, e-sport, videojuegos y deportes electrónicos y su relación con la agresividad, el género, las consecuencias psicológicas, y las posibilidades derivadas de su uso y aplicación en el entorno de la educación se explora la agresividad en los videojuegos, exponiendo que pueden implicar un aprendizaje basado en la influencia causal en la agresión grave posterior; que los jóvenes con niveles altos de agresión pueden ser atraídos por la violencia de los videojuegos y que la correlación entre el videojuego y la agresividad puede ser causada por variables subyacentes. Por otro lado, la presencia femenina es baja, los hombres juegan semanalmente y durante más tiempo. La brecha de género está presente en factores como la experiencia, el rendimiento y las habilidades de juego. Por último, se analizan las consecuencias psicológicas del uso de videojuegos. En ellas se expone que el uso de videojuegos está asociado con mayor nivel de habilidades intrapersonales, mayor control del estrés y una baja habilidad interpersonal. Como conclusión, respaldamos la necesidad de aumentar los estudios experimentales, longitudinales y correlacionales para aclarar los comportamientos y consecuencias de los jóvenes jugadores en el uso de los videojuegos, lo que permitirá en un futuro delimitar con mayor precisión las implicaciones educativas de la tecnología digital.
This research examines United Arab Emirates (UAE) university students’ electronic sports habits and motivations using the theory of uses and rewards and the motivation scale for sports consumption (MSSC). A deliberate sample of 172 participants was surveyed using an electronic questionnaire to give their perspectives on various electronic sports-related topics. Most respondents considered e-sports a serious sport and valued it as a social practice. They practiced e-sports for two to four hours daily, preferring multiplayer games, confirming the collective tendency. Live-streaming services have helped electronic sports to become mainstream. Considering the UAE’s enthusiasm, most respondents played e-sports professionally. Finally, indirect realization, aesthetics, and escapism motivated e-sports players. These findings shed light on the perspectives and experiences of UAE residents who participate in electronic sports and may be used to guide efforts to legitimize and mainstream the activity.
Provides a nontechnical introduction to the partial least squares (PLS) approach. As a logical base for comparison, the PLS approach for structural path estimation is contrasted to the covariance-based approach. In so doing, a set of considerations are then provided with the goal of helping the reader understand the conditions under which it might be reasonable or even more appropriate to employ this technique. This chapter builds up from various simple 2 latent variable models to a more complex one. The formal PLS model is provided along with a discussion of the properties of its estimates. An empirical example is provided as a basis for highlighting the various analytic considerations when using PLS and the set of tests that one can employ is assessing the validity of a PLS-based model. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Purpose
The purpose of this paper is to investigate why do people spectate eSports on the internet. The authors define eSports (electronic sports) as “a form of sports where the primary aspects of the sport are facilitated by electronic systems; the input of players and teams as well as the output of the eSports system are mediated by human-computer interfaces.” In more practical terms, eSports refer to competitive video gaming (broadcasted on the internet).
Design/methodology/approach
The study employs the motivations scale for sports consumption which is one of the most widely applied measurement instruments for sports consumption in general. The questionnaire was designed and pre-tested before distributing to target respondents ( n =888). The reliability and validity of the instrument both met the commonly accepted guidelines. The model was assessed first by examining its measurement model and then the structural model.
Findings
The results indicate that escapism, acquiring knowledge about the games being played, novelty and eSports athlete aggressiveness were found to positively predict eSport spectating frequency.
Originality/value
During recent years, eSports (electronic sports) and video game streaming have become rapidly growing forms of new media in the internet driven by the growing provenance of (online) games and online broadcasting technologies. Today, hundreds of millions of people spectate eSports. The present investigation presents a large study on gratification-related determinants of why people spectate eSports on the internet. Moreover, the study proposes a definition for eSports and further discusses how eSports can be seen as a form of sports.
Digital games have become a popular form of media entertainment. However, it remains unclear whether a canon of accepted knowledge and research practices has emerged that may define an independent field of research. The present study is a collaborative effort to analyze the outlines of digital games research (DGR) through a survey among the membership of three institutionalized structures focusing on the study of digital games (ICA Game Studies IG, ECREA TWG Digital Games Research, and DiGRA). The study reveals relatively homogeneous viewpoints among games researchers, even regarding controversial aspects of digital games. It
mirrors the mainstream scholarly views on contentious issues of a recently emerged field within communication studies.
Purpose
– Many video sharing sites (e.g. YouTube, Vimeo, and Break) host user-generated video content in the hopes of attracting viewers and thus profits. Therefore, continuous use and video sharing behavior on the part of site users is critical to the continue enjoyment of other users and to the video service providers business. The purpose of this paper is to provide an improved understanding of what motivates internet users to share videos and spend more time on video sharing web sites.
Design/methodology/approach
– The authors propose a research model based on Uses and Gratification Theory and on Social Cognitive Theory, incorporating key determinants of web site stickiness. An online survey instrument was developed to gather data, and 265 questionnaires were used to test the relationships in the model.
Findings
– The causal model was validated using SmartPLS 2.0, and 14 out of 18 study hypotheses were supported. The results indicated that continuance motivation and sharing behavior were important antecedents of YouTube stickiness and mediated the influence of need, personal, and environmental factors.
Practical implications
– The proposed framework can be used by online video service providers to develop a platform that satisfies user needs and to enhance sharing intention.
Originality/value
– The study provides a comprehensive framework of the antecedents and effects of continuance motivation and sharing behavior on video sharing web sites.
The authors investigate how perceived customer value can be translated into economic returns for online social network sites (SNS). The (joint) impact of two value propositions, social capital and entitativity, is assessed. Perceived economic and social customer value are investigated as outcomes of these propositions. Two studies reveal that entitativity and social capital impact members’ willingness to pay (WtP) membership fees, either directly or indirectly. Moreover, the predictive ability of perceived economic and social customer value regarding WtP depends on the type of membership and the type of social network. SNS providers are advised to emphasize the benefits their users actually take advantage of. While for professional SNS, it seems advisable to stress both social and economic value, particularly for premium members, in socially oriented SNS premium members seem to be driven more by social value. Other theoretical and managerial implications are discussed.
In this article, we provide guidance for substantive researchers on the use of structural equation modeling in practice for theory testing and development. We present a comprehensive, two-step modeling approach that employs a series of nested models and sequential chi-square difference tests. We discuss the comparative advantages of this approach over a one-step approach. Considerations in specification, assessment of fit, and respecification of measurement models using confirmatory factor analysis are reviewed. As background to the two-step approach, the distinction between exploratory and confirmatory analysis, the distinction between complementary approaches for theory testing versus predictive application, and some developments in estimation methods also are discussed.
An exploratory survey was undertaken about the appeal of playing video games at a Local Area Network (LAN) event where personal computers are linked in order to play both face-to-face and online. First, we wanted to know who the visitors of a LAN event were, because there is hardly any research available about this class of gamers. Second, we wanted to know why they participated in a LAN event. The survey showed that LAN gamers were almost exclusively male, with a mean age of 19.5 years. They devoted about 2.6 hours each day to gaming. They were motivated by social contact and a need to know more about games. The competition motive was third in the total sample. A subgroup of heavy gamers obtained a higher score on competition. This article emphasizes the importance of the social context of gaming and interprets its results as a nuance of the stereotype of the solitary, adolescent gamer.
We examined audience uses of the Internet from a uses-and-gratifications perspective. We expected contextual age, unwillingness to communicate, social presence, and Internet motives to predict outcomes of Internet exposure, affinity, and satisfaction. The analyses identified five motives for using the Internet and multivariate links among the antecedents and motives. The results suggested distinctions between instrumental and ritualized Internet use, as well as Internet use serving as a functional alternative to face-to-face interaction.
"Electronic-sport" (E-Sport) is now established as a new entertainment genre. More and more players enjoy streaming their games, which attract even more viewers. In fact, in a recent social study, casual players were found to prefer watching professional gamers rather than playing the game themselves. Within this context, advertising provides a significant source of revenue to the professional players, the casters (displaying other people's games) and the game streaming platforms. For this paper, we crawled, during more than 100 days, the most popular among such specialized platforms: Twitch.tv. Thanks to these gigabytes of data, we propose a first characterization of a new Web community, and we show, among other results, that the number of viewers of a streaming session evolves in a predictable way, that audience peaks of a game are explainable and that a Condorcet method can be used to sensibly rank the streamers by popularity. Last but not least, we hope that this paper will bring to light the study of E-Sport and its growing community. They indeed deserve the attention of industrial partners (for the large amount of money involved) and researchers (for interesting problems in social network dynamics, personalized recommendation, sentiment analysis, etc.).
Social media is a critical area of interest for marketing scholars and practitioners. Recent research has shown that 88% of marketers are using social media and that they are spending over $60 billion annually on social media advertising (Gil-Or, 2010; Smith, 2011). Successfully making contact with consumers via social media is predicted to show great returns for marketers in the coming years (Okazaki, Katsukura, & Nishiyama, 2007). Despite the importance of social media, there is little understanding of how and why consumers use social media.
Uses and gratifications theory, which has its roots in the communications literature, can be an integral part of developing better scales and measurement instruments for social media marketers. The basic premise of uses and gratifications theory is that individuals seek out media that fulfill their needs and leads to ultimate gratification (Lariscy, Tinkham, & Sweetser, 2011). Uses and gratifications theory has specific relevance to social media, but it has not been given prominence in the marketing and social media literature. Therefore this paper seeks to apply uses and gratifications theory to help explain why consumers use social media. In particular, this research seeks to (1) demonstrate the importance of uses and gratifications theory to social media, (2) to apply uses and gratifications theory to social media, and (3) to identify the uses and gratifications that consumers receive from using social media. By applying uses and gratifications theory, this research seeks to provide a better and more comprehensive understanding of why consumers use social media.
We begin by briefly summarizing the literature on social media and uses and gratifications theory. Next, we describe the methodology used and the research findings. Last, the article discusses the implications and conclusions of the current research.
This study investigates how unfulfilled interpersonal needs due to loneliness are met by mediated communication, specifically through parasocial interaction. Emotional (family and romantic), social, chronic, situational, and transient loneliness are differentiated. Different types of loneliness are expected to predict different uses of parasocial interaction, with gender serving as a moderator of these effects. Based on a college-student sample (N = 154), social loneliness was negatively related to the use of parasocial interaction. Gender interacted with family, romantic, and chronic loneliness in predicting parasocial interaction. For women, greater family loneliness predicted greater parasocial interaction, whereas for men the effect was negative. For men, greater chronic loneliness led to more parasocial interaction, whereas for women this effect was negative. Finally, for men, greater romantic loneliness was associated with less parasocial interaction, whereas for women this relationship was slightly positive. The findings were interpreted in terms of the uses and gratifications perspective, which relates interpersonal and mass communication.
Recent research explaining Internet usage has both extended and challenged the uses and gratifications approach to understanding media attendance by discovering "new" gratifications and introducing powerful new explanatory variables. The present research integrates these developments into a theory of media attendance within the framework of Bandura's (1 986) Social Cognitive Theory. Respondents from 2 Midwestern states were recruited by mail to complete an online questionnaire. Structural equation modeling techniques were used to test a.new model of media attendance in which active consideration of Internet uses and gratifications, moderated by Internet self-efficacy, joins habitual behavior and deficient self-regulation as determinants of media behavior. The model explained 42% of the variance in Internet usage. ,
The content industry has been undergoing a tremendous transformation in the last two decades. We focus in this paper on recent changes in the form of social computing. Although the content industry has implemented social computing to a large extent, it has done so from a techno-centric approach in which social features are viewed as complementary rather than integral to content. This approach does not capitalize on users’ social behavior in the website and does not answer the content industry’s need to elicit payment from consumers. We suggest that both these objectives can be achieved by acknowledging the fusion between content and community, making the social experience central to the content website's digital business strategy. We use data from Last.fm, a site offering both music consumption and online community features. The basic use of Last.fm is free, and premium services are provided for a fixed monthly subscription fee. Although the premium services on Last.fm are mainly aimed at improving the content consumption experience, we find that willingness to pay for premium services is strongly associated with the level of community participation of the user. Drawing from the literature on levels of participation in online communities, we show that consumers’ willingness to pay increases as they climb the so-called ‘ladder of participation’ on the website. Moreover, we find that willingness to pay is more strongly linked to community participation than to the volume of content consumption. We control for self-selection bias by using propensity score matching. We extend our results by estimating a hazard model to study the effect of community activity on the time between joining the website and the subscription decision. Our results suggest that firms whose digital business models remain viable in a world of “freemium” will be those that take a strategic rather than techno-centric view of social media, that integrate social media into the consumption and purchase experience rather than using it merely as a substitute for offline soft marketing. We provide new evidence of the importance of fusing social computing with content delivery and, in the process, lay a foundation for a broader strategic path for the digital content industry in an age of growing user participation.
Videotapes of in-home television viewing of 50 individuals in five age groups (2-, 5-, 8-, and 12-year-olds, and adults), recorded over a 10-day period, revealed that 46% of time with television was spent in some activity instead of or in addition to looking at the TV. Social interaction was the most common nonviewing activity for all viewers, followed by playing and eating for children and reading for adults. Women were more likely than all other groups to do chores. Nonviewing behaviors occurred most often during programming that attracted less visual attention, particularly ads. Except for 2-year-olds, children's attention dropped during ads to a greater extent than did that of adults. The findings have implications for theories of television use and impact including uses and gratifications, displacement, and formal feature theory.
As competition for audience revenues intensifies in the newly competitive media environment, programmers are hoping to harness the potential of the Internet. The present study explores potential online media service access in light of motivational factors, existing media use level, home communication technology infrastructure and demographic attributes. Findings indicate that perceived gratification expectation dimensions were strong predictors of likely online media service use. Although traditional media use was largely perceived as irrelevant to online media content access, online service was seen as a functional supplement to traditional media instead of a complement or displacement mechanism. An existing communication technology cluster in the home was not found to be predictive of likely online service adoption, as it might not have been deemed “functionally interdependent” of the online service. The younger babyboomers and post-babyboomers fit the profile of a likely online media service adopter, as characterized by their age and educational level.
User Generated Content (UGC) is re-shaping the way people watch video and TV, with millions of video producers and consumers. In particular, UGC sites are creating new view- ing patterns and social interactions, empowering users to be more creative, and developing new business opportunities. To better understand the impact of UGC systems, we have analyzed YouTube, the world's largest UGC VoD system. Based on a large amount of data collected, we provide an in-depth study of YouTube and other similar UGC systems. In particular, we study the popularity life-cycle of videos, the intrinsic statistical properties of requests and their re- lationship with video age, and the level of content aliasing or of illegal content in the system. We also provide insights on the potential for more efficient UGC VoD systems (e.g. utilizing P2P techniques or making better use of caching). Finally, we discuss the opportunities to leverage the latent demand for niche videos that are not reached today due to information filtering effects or other system scarcity distor- tions. Overall, we believe that the results presented in this paper are crucial in understanding UGC systems and can provide valuable information to ISPs, site administrators, and content owners with major commercial and technical implications.
The statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined. A drawback of the commonly applied chi square test, in addition to the known problems related to sample size and power, is that it may indicate an increasing correspondence between the hypothesized model and the observed data as both the measurement properties and the relationship between constructs decline. Further, and contrary to common assertion, the risk of making a Type II error can be substantial even when the sample size is large. Moreover, the present testing methods are unable to assess a model's explanatory power. To overcome these problems, the authors develop and apply a testing system based on measures of shared variance within the structural model, measurement model, and overall model.
In this article, we provide guidance for substantive researchers on the use of structural equation modeling in practice for theory testing and development. We present a comprehensive, two-step modeling approach that employs a series of nested models and sequential chi-square difference tests. We discuss the comparative advantages of this approach over a one-step approach. Considerations in specification, assessment of fit, and respecification of measurement models using confirmatory factor analysis are reviewed. As background to the two-step approach, the distinction between exploratory and confirmatory analysis, the distinction between complementary approaches for theory testing versus predictive application, and some developments in estimation methods also are discussed.
Interest in the problem of method biases has a long history in the behavioral sciences. Despite this, a comprehensive summary of the potential sources of method biases and how to control for them does not exist. Therefore, the purpose of this article is to examine the extent to which method biases influence behavioral research results, identify potential sources of method biases, discuss the cognitive processes through which method biases influence responses to measures, evaluate the many different procedural and statistical techniques that can be used to control method biases, and provide recommendations for how to select appropriate procedural and statistical remedies for different types of research settings.
The mass media are ranked with respect to their perceived helpfulness in satisfying clusters of needs arising from social roles and individual dispositions. For example, integration into the sociopolitical order is best served by newspaper; while "knowing oneself" is best served by books. Cinema and books are more helpful as means of "escape" than is television. Primary relations, holidays and other cultural activities are often more important than the mass media in satisfying needs.
Television is the least specialized medium, serving many different personal and political needs. The "interchangeability" of the media over a variety of functions orders televisions, radio, newspapers, books, and cinema in a circumplex. We speculate about which attributes of the media explain the social and psychological needs they serve best. The data, drawn from an Israeli survey, are presented as a basis for cross-cultural comparison.
Previously, video streaming sites were at the fringes of online social media. In the past two years, live streams of video games, on sites such as Twitch.tv, have become very popular. Live streams serve as meeting grounds for player communities. The Twitch streaming medium combines broadcast video with open IRC chat channels. In conjunction with gameplay, viewer participation and community building gain emphasis. Twitch streams range in size and nature, from intimate communities with fifty viewers, to massive broadcasts with tens of thousands. In this paper, we present an ethnographic investigation of the live streaming of video games on Twitch.
We find that Twitch streams act as virtual third places, in which informal communities emerge, socialize, and participate. Over time, stream communities form around shared identities drawn from streams? contents and participants? shared experiences. We describe processes through which stream communities form, the motivations of members, and emergent issues in the medium. Finally, we draw from our findings to derive implications for design of live mixed-media environments to support participatory online communities.
The increasing popularity of media multitasking is frequently reported in national surveys while laboratory research consistently confirms that multitasking impairs task performance. This study explores this apparent contradiction. Using dynamic panel analysis of time series data collected from college students across 4 weeks, this study examines dynamic reciprocal impacts of media multitasking, needs (emotional, cognitive, social, and habitual), and corresponding gratifications. Consistent with the laboratory research, cognitive needs are not satisfied by media multitasking even though they drive media multitasking in the first place. Instead, emotional gratifications are obtained despite not being actively sought. This helps explain why people increasingly multitask at the cost of cognitive needs. Importantly, this study provides evidence of the dynamic persistence of media multitasking behavior.
Using a technology acceptance model (TAM) and uses and gratification theory (U&G) as primary theories, this exploratory study investigates what factors promote or hinder the use of video sharing websites. Theoretically, this study attempts to examine the integration of TAM and U&G with other perceptions of video sharing sites and consumer characteristics. Practically, the investigation provides video sharing websites with insights into the appeal of their sites to audiences. In addition, this study may help offline video media counter the threats from the drastic growth of video sharing websites. The findings concludes that those males who use the Internet for emotional pleasure and excitement, perceive video sharing websites to have greater usefulness, ease of use, substitutability, and content variety are more frequently using video sharing websites. With respect to service evaluation factors, content variety appears to mitigate the negative effects of content quality, loading speed, screen size, display resolution, and audio quality on video sharing websites.
This study investigates the interactivity construct in terms of its antecedents (i.e., motivations for using the Internet) and consequences (i.e., attitude toward the site, attitude toward the brand, and purchase intention). A structural equation model was developed for an empirical test, based on uses and gratification theory applied to the interactivity context. A sample of 385 college students in the United States and Korea participated in the experiment. The findings suggest that consumers who have high information motivations are more likely to engage in human-message interaction on a Web site, whereas social interaction motivations are more strongly related to human-human interaction. Both human-message and human-human interactions had a positive effect on attitude toward the site, which leads to positive attitude toward the brand and purchase intention.
More recently, 3D graphical environments on the Internet, that is virtual worlds, have moved to the center of scientific interest. Since virtual worlds are suggested to mold social computing, research has predominately focused on collaborative virtual worlds. Yet, virtual worlds increasingly move to competitive environments leaving operating businesses with the question as to what to offer in order to fulfill customers’ needs. To close this knowledge gap, we examine competitive virtual worlds in terms of eSports services intrinsically tying cooperation and competition; we illuminate competitive and hedonic need gratifications of continuous eSports use. We apply Uses and Gratifications theory reporting on ten in-depth expert interviews as well as survey data collected from 360 eSports players. We reveal that both competitive (competition and challenge) and hedonic need gratifications (escapism) drive continuous eSports use.
This research examines users’ motives for adopting and using social networking sites (SNSs), with the aim of providing a better understanding of the fundamental reasons behind SNS adoption behavior. To uncover the relationship between the attributes of SNSs and users’ perceptions of their consequences and values, this study integrates a means–end approach with uses and gratifications theory and thereby extends the technique to a communication media selection context. Laddering interviews identify users’ perceptions of five attributes, 10 consequences, and four values associated with SNS adoption (i.e., Facebook). The results show that belonging, hedonism, self-esteem, and reciprocity are the four main values users attain through SNS adoption. Furthermore, the chains associated with SNS adoption can be represented in a hierarchical value map. This study should help practitioners design online communication platforms that more closely fit their users’ needs and provide users with safer, more friendly, and thus more attractive environments.
This study examined the impact of mobile communications on interpersonal relationships in daily life. Based on a nationwide survey in Japan, landline phone, mobile voice phone, mobile mail (text messaging), and PC e-mail were compared to assess their usage in terms of social network and psychological factors. The results indicated that young, nonfamily-related pairs of friends, living close to each other with frequent face to-face contact were more likely to use mobile media. Social skill levels are negatively correlated with relative preference for mobile mail in comparison with mobile voice phone. These findings suggest that mobile mail is preferable for Japanese young people who tend to avoid direct communication and that its use maintains existing bonds rather than create new ones.
Internet sites such as YouTube represem importam changes in the way in which video content can be delivered. YouTube lets viewers access videos on demand and makes it easy for them to share videos with others. The unique nature of on-demand user-supplied video content is of particular interest to the electronic publishing community because of the relative ease with which videos can be produced, uploaded, and shared. Users are now active participants in the media distribution chain. Because users play an active role in the production, distribution, and receipt of YouTube's media content (e.g., creating, sharing, and viewing), it is appropriate to examine YouTube use from an audience-centered perspective. One such approach is a theoretical framework called "uses and gratifications." It is used in this study to look at how college students view and share news content on the YouTube Web site. We found that different motives predicted watching and sharing different types of news-related content. Viewers of news in a more traditional format were doing so primarily for information reasons; viewers of news in comedy and satire formats were doing so primarily for entertainment. Interpersonal communication motives predicted sharing of news videos on YouTube. The results suggest that viewers may be driven by one set of motives for watching news clips on YouTube, and a different set of motives for sharing them.
The statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined. A drawback of the commonly applied chi square test, in addition to the known problems related to sample size and power, is that it may indicate an increasing correspondence between the hypothesized model and the observed data as both the measurement properties and the relationship between constructs decline. Further, and contrary to common assertion, the risk of making a Type II error can be substantial even when the sample size is large. Moreover, the present testing methods are unable to assess a model's explanatory power. To overcome these problems, the authors develop and apply a testing system based on measures of shared variance within the structural model, measurement model, and overall model.
Some mass communications scholars have contended that uses and gratifications is not a rigorous social science theory. In this article, I argue just the opposite, and any attempt to speculate on the future direction of mass communication theory must seriously include the uses and gratifications approach. In this article, I assert that the emergence of computer-mediated communication has revived the significance of use and gratifications. In fact, uses and gratifications has always provided a cutting-edge theoretical approach in the initial stages of each new mass communications medium: newspapers, radio and television, and now the Internet. Although scientists are likely to continue using traditional tools and typologies to answer questions about media use, we must also be prepared to expand our current theoretical models of uses and gratifications. Contemporary and future models must include concepts such as interactivity, demassification, hypertextuality, and asynchroneity. Researchers must also be willing to explore interpersonal and qualitative aspects of mediated communication in a more holistic methodology.
In contrast to mechanistic views, writers have suggested functional and psychological views of media influence. This chapter will consider the psychological and functional roots of uses and gratifications, the objectives and functions of the paradigm, and the evolution of uses-and-gratifications research. Then, it addresses the links between media uses and effects, focusing on audience activity and media orientations, dependency and functional alternatives, and social and psychological circumstances. Lastly, it considers some directions, especially as linked to personal involvement and parasocial interaction. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Several studies indicate that only a small minority of Web 2.0 users actively participates, while the minority do not contribute at all. This article investigates whether a similar division applies for adolescents' Internet behavior. Using Szuprowicz’ (1995) typology of interactivity, we distinguish different types of user-generated content (UGC): media, narrative, and metadata UGC. Our results show a 20%–80% division between high- and low-frequency seeders. Furthermore, we utilize the uses-and-gratifications paradigm to investigate how these high- and low-frequency seeders differ in their overall gratifications obtained by WWW use. Although the gratifications' rank orders are identical for all groups, their magnitudes differ significantly. Finally, this article focuses on how these WWW gratifications can predict seeding, while controlling for socio-demographics and usage frequency.
The uses-and-gratifications tradition posits that individual needs for stimulation and for information vary systematically. These needs may affect what media sources and other stimuli are accessed by individuals. In this study we sampled adolescents and college students to examine (a) the relation between sensation seeking and exposure to violent and nonviolent television, and (b) the subsequent role that violent television may play among high sensation-seeking adolescents in their exposure to risky behaviors. Two sensation-seeking dimensions, disinhibition (positively) and experience seeking (negatively), related to adolescents' exposure to violent television. In addition, among sensation seekers, those who exhibit risk-taking behavior were not similar to those who watched violent television, making it unlikely that the two sets of behaviors can compensate for one another. We discuss implications and directions for future research.
An investigation is made of the buffer requirements for a
store-and-forward video on demand (VOD) service. In this service full
motion video, compressed to about the 1.5-Mb/s rate, is stored in an
information warehouse. It is then retrieved and delivered to the
customer's local broadband integrated services digital network (B-ISDN)
central office (CO) via 150-Mb/s trunks. In the CO the video information
is buffered and is played to the customer in real-time at the DS-1 rate.
The authors address the multiplexing issue of multiple voice and VOD
calls in an STS-3C trunk and the buffer requirements for the VOD service
circuits in the CO to guarantee a desired level of performance
Computationally intensive structural equation modeling (SEM) approaches have been in development over much of the 20th century, initiated by the seminal work of Sewall Wright. To this day, sample size requirements remain a vexing question in SEM based studies. Complexities which increase information demands in structural model estimation increase with the number of potential combinations of latent variables; while the information supplied for estimation increases with the number of measured parameters times the number of observations in the sample size – both are non-linear. This alone would imply that requisite sample size is not a linear function solely of indicator count, even though such heuristics are widely invoked in justifying SEM sample size. This paper develops two lower bounds on sample size in SEM, the first as a function of the ratio of indicator variables to latent variables, and the second as a function of minimum effect, power and significance. The algorithm is applied to a meta-study of a set of research published in five of the top MIS journals. The study shows a systematic bias towards choosing sample sizes that are significantly too small. Actual sample sizes averaged only 50% of the minimum needed to draw the conclusions the studies claimed. Overall, 80% of the research articles in the meta-study drew conclusions from insufficient samples. Lacking accurate sample size information, researchers are inclined to economize on sample collection with inadequate samples that hurt the credibility of research conclusions. Guidelines are provided for applying the algorithms developed in this study, and companion software encapsulating the paper’s formulae is made available for download.