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Strengthening Your Social Media Marketing with Live Streaming Video
Abstract
With more than 3 billion users worldwide, social media has transformed marketing; it offers individuals and organizations alike the ability to effectively and affordably attract, convert, and transform consumers. Mirroring the growth of social media (and in many ways fueling it) are mobile devices: there are more than 5 million unique mobile users worldwide with nearly 2.8 million people accessing social media with mobile devices and 80 percent of worldwide internet users owning at least one smartphone. Mobile video is a particularly promising platform to communicate to consumers; 80 percent of Internet traffic will be video by 2019 and 74 percent of consumers are more likely to buy a product or service after watching a branded video. However, recorded video is costly and cumbersome to produce; live streaming video decreases costs while increasing customer engagement and enhancing influence. Recognizing that live streaming video can strengthen social media marketing strategies, this paper reviews the rise of social media, explains the role of live streaming video, previews live streaming video platforms, proposes live streaming video strategies, shares live streaming video survey results, and evaluates the impact of live streaming video.
... Video is quickly becoming one of the most powerful types of social media content [1]. According to a survey conducted by SEA Ahead Wave 5, many Southeast Asian consumers access live streams, 83% through social media platforms (Facebook, Instagram, YouTube), 64% through e-commerce platforms (Shopee, Tokopedia, Lazada, and others), and 11% through live stream platforms or special applications for live streaming such as Twitch, Periscope, and others [2]. ...
... In the Indonesian market, 78% of consumers have heard of and know alternative shopping via live streaming, 71% have used it, and 56% have even made a purchase. Increasingly, marketers are using live streaming platforms to advertise their products due to the convenience of technology [1]. There's no denying that, the advancement of video live streaming technology has experienced significant growth, presenting numerous prospects for marketers. ...
... Digital influencers have a greater impact on consumer behavior than traditional endorsers because they are perceived as credible sources of information and are less influenced by corporate interests [16]. Some common types of live streaming video content strategies include showcasing humor, offering customer support, running contests, or launching games, and so on [1]. ...
This study aims to analyze the host's appearance and product display in live shopping from a semiotic perspective. The research method used was qualitative with observation techniques and in-depth interviews. The data were obtained by observing live shopping broadcasts and conducting interviews with 30 live shopping viewers. The data were analyzed using semiotic analysis and qualitative data analysis techniques. The findings showed that the hosts’ appearance and product display in live shopping has a complex meaning that relies on the social and cultural context. The use of filters on social media and technology on smartphones influences how hosts and products are displayed in live shopping, which changes how the audience sees the products being sold. The audience's attention and purchase decisions may be influenced by the hosts' and the product's appearance. Additionally, the appearance created by social media filters and smartphone technology can influence the brand image and aesthetic value of the offered products.
... The convenient functions of live streaming platforms provide live streamers with a direct selling channel where live streamers can advertise products and communicate with consumers in real-time (Wongkitrungrueng et al., 2020). Live streamers can introduce products to online consumers visually and know their shopping feedback momentarily, which is different from traditional social media commerce (Gilbert, 2019). According to the live shopping survey shown by Gilbert (2019), more than 74% of online consumers claim that they prefer to make a purchase after watching real-time videos rather than texts or pictures. ...
... Live streamers can introduce products to online consumers visually and know their shopping feedback momentarily, which is different from traditional social media commerce (Gilbert, 2019). According to the live shopping survey shown by Gilbert (2019), more than 74% of online consumers claim that they prefer to make a purchase after watching real-time videos rather than texts or pictures. This means that the live streaming market has significant functional advantages, which would be helpful for live streamers to get a solid consumer base. ...
... Hence, it is significant to analyze the impact of family members and peers' support under China's specific social and cultural environment. Meanwhile, unlike traditional social media entrepreneurship, online business established on the live streaming platform should consider Chinese students' marketing and communication skills (Gilbert, 2019). The business experience shared by family members and the innovation knowledge provided by peers' group would significantly affect college students' motivation while they prepare to make an online business decision. ...
This article establishes a research model to analyze how group support factors, including peers' support and family support, impact college students' motivation to establish online business. College entrepreneurs need to consult their family members before starting a new career because of the power distance. Meanwhile, based on the collectivist cultural background, college students understand the importance of cooperation with peers' group. Furthermore, influenced by uncertainty avoidance thinking, college entrepreneurs tend to rely on group supports, such as family funds and peers' experiences, to reduce the probability of failure. Hence, this research designs uncertainty avoidance thinking as a moderating factor to explore its impact on the correlation between group support factors and college students' online business motivation. To test the research model, it utilizes Chinese college students as samples and distributes online questionnaires to them. Through analyzing 458 samples based on the partial least squares path modelling and variance-based structural equation modelling (PLS-SEM), the data analysis identifies that group support can positively affect college students' online business motivation. The uncertainty avoidance factor also positively moderates the correlation between family support and college students' online business motivation. To assist these students in establishing confidence in the online business, the Entrepreneurship Centre should pay much attention to the impact of peers' support and family support.
... These restaurants often offer speedy take away service which come with all sorts of plastic utensils and cutlery, contributing to the huge amount of daily plastic waste generation (Tsang et al., 2017). With almost everyone owning a smartphone these days, ordering food via application is extremely popular in Hong Kong which inevitably makes the existing issue of waste generated by food delivery service becoming more serious (Odyssey Tours, 2018; Gilbert et al, 2019). ...
... Biodegradable cutlery can be decomposed by biological activity which is referred to as the process of microorganisms that destroy the organic and synthetic compounds of the material occurred in nature (Focht, 2014;Gilbert et al, 2019). Having much more biodegradability than plastic cutlery and the ability to be consumed by diners after meal, it can be made by many kinds of ingredients most commonly wheat or flours with different flavors available such as onion or garlic. ...
... Live-streaming commerce on Social Networking Sites (SNSs), such as Tik Tok Live, Sina Weibo Live, and Facebook Live, has advanced rapidly with the emergence of fifth-generation (5G) mobile networks. Social media platforms have provided a solid foundation for livestreaming commerce, resulting in a booming number of bloggers and audiences (Gilbert, 2019). In China, the number of live-streaming users reached 524 million in 2020 and is estimated to be 660 million in 2022 alongside expecting its continuous rise in the coming years 1 . ...
This paper measures the effectiveness of “The Training Series on Guest Relations Skills”
program of the College of Hospitality Education Tourism Management Program of the
University of Mindanao using a pretest-posttest approach. Further, the study determined the
satisfaction of the beneficiaries on the implementation of the activities relative to the program. The study utilized a descriptive – comparative research design with 30 employees of D’Leonor Inland Resort and Adventure Park, who are beneficiaries of the program, participating in the study using complete enumeration. Results revealed that the Training Series on Guest Relations Skills program of Tourism Management is effective, suggesting that the program implementer has achieved the program's desired outcomes. Essentially, the program implementation is satisfactory and has reached the objectives for which it was designed.
... These restaurants often offer speedy take away service which come with all sorts of plastic utensils and cutlery, contributing to the huge amount of daily plastic waste generation (Tsang et al., 2017). With almost everyone owning a smartphone these days, ordering food via application is extremely popular in Hong Kong which inevitably makes the existing issue of waste generated by food delivery service becoming more serious (Odyssey Tours, 2018; Gilbert et al, 2019). ...
... Biodegradable cutlery can be decomposed by biological activity which is referred to as the process of microorganisms that destroy the organic and synthetic compounds of the material occurred in nature (Focht, 2014;Gilbert et al, 2019). Having much more biodegradability than plastic cutlery and the ability to be consumed by diners after meal, it can be made by many kinds of ingredients most commonly wheat or flours with different flavors available such as onion or garlic. ...
... Live-streaming commerce on Social Networking Sites (SNSs), such as Tik Tok Live, Sina Weibo Live, and Facebook Live, has advanced rapidly with the emergence of fifth-generation (5G) mobile networks. Social media platforms have provided a solid foundation for livestreaming commerce, resulting in a booming number of bloggers and audiences (Gilbert, 2019). In China, the number of live-streaming users reached 524 million in 2020 and is estimated to be 660 million in 2022 alongside expecting its continuous rise in the coming years 1 . ...
Prior to the pandemic, Malaysia ranked 22nd tourism destination in the world. However, the number of tourist arrivals in 2020, decreased by -83.4% compared to 2019. Malaysia has the potential to be one of the top destinations for travellers due to different cultural attractions, heritage, and natural attractions. Considering the importance of international tourism to Malaysia’s economic growth, and the image of the country current research applies a mixed-method approach to explore the reasons for international tourists' intention to visit and revisit Malaysia and provide practical implications for the further development of international travel in Malaysia for the Covid-19 recovery.
... This type of personalized shopping guidance is not typically available through traditional e-commerce methods (Wang & Fang, 2021). Strategies will differ among the organizations using it, but all strategies should address four components: Content, Equipment, Production, and live streaming (Gilbert, 2019). Live streaming platforms can optimize marketing outcomes by leveraging influencers (Whitler, 2021) and key opinion leaders (KOLs) to promote products or services. ...
... Technical issues such as buffering, poor video quality, or lag can negatively impact audience engagement and lead to a loss of interest. Therefore, businesses must invest in high-quality equipment (Gilbert, 2019) and platforms to ensure smooth and uninterrupted streaming experiences. There is no denying that a consistent internet connection results in higher quality audio and video (Kaltura, 2018). ...
... The first media available for live streaming started in the 1990s; however, the market for live streaming began after the strike of COVID-19, when the industry skyrocketed. From [4], we see that as of December 2020, one year after COVID-19 had started, consumers in the streaming the e-commerce industry has skyrocketed to 388 million, and many e-commerce firms have used innovative approach during live-streaming as a sales promotion tactic. The revenue growth also increased at an exponential rate. ...
Since the Covid-19 pandemic, more industries are exponentially moving to the digital realm. Consequently, the marketing strategies of companies are also digitized, with live-streaming e-commerce being one of the most favored marketing structures, particularly in China. Throughout the live broadcast market, beauty, chat, dinner, games, and even all kinds of curiosity can become the main content of the live broadcast and be watched. Still, the e-commerce live broadcast is to sell goods for the purpose, unlike the entertainment live broadcast mode, it is commercial, and the e-commerce live broadcast content marketing is to improve the consumer stickiness through high-quality live broadcast content and interaction to increase consumer purchasing behavior. This paper will mostly discuss the changes in sales and the money put into marketing by a company affected by the appearance of live stream marketing through empirical studies and inferences from such.
... Instagram has provided an opportunity for customers to browse, buy, and checkout directly and without visiting the brands' online store via Instagram feeds, stories, and reels (Francisco et al., 2021). Furthermore, Instagram app functions such as posts, stories, reels, and live streaming have allowed sellers to interact with customers directly and understand customer desires easily (Gilbert, 2019). Therefore, s-commerce through Instagram has gained high attention among practitioners and scholars (Apiraksattayakul et al., 2017;Lee et al., 2022;Sokolova and Kefi, 2020). ...
... Потоковое вещание существует благодаря своей аудитории, а зрители потокового видео в прямом эфире обладают беспрецедентной возможностью принимать участие в трансляциях, которые они смотрят. Потоковое видео в реальном времени предлагает, как мы уже отмечали, уникальные возможности для общения; поэтому различные аспекты этого явления в последнее время стали предметом исследовательского интереса и анализа в разных областях, контекстах и сферах его проявления, таких как участие в жизни общества (Hu et al., 2017)., интернет-сообщества (Edge, 2013), образование (Fuller, Mukhopadhyay, & Gardner, 2016), коммерция (Kang et al., 2021) и маркетинг (Gilbert, 2019). Большинство исследований сосредоточено на потенциале и новых возможностях использования прямых трансляций в сети Интернет. ...
Live webcasts provide an opportunity for both streamers and their audience to participate in the digital social life of the community. This participation is connected, among other things, with the possibility of disseminating content that is considered socially harmful. Although “waste flow” have been popular in legal literature in Central Europe for several years, they have not yet been given due attention by representatives of forensic science. This study attempts to overcome the problem. Based on a long-term observation of the activity of “waste flows” and a thorough review of relevant legal literature and media reports, the authors provide a detailed description of “waste flows”, highlighting the differences in the terminology and definition used, in particular, in Poland and other foreign countries. The article provides some methodological guidelines to study “waste flows”. The authors have developed these recommendations on the basis of the literature analysis and their own research experience.
... Second, live streaming videos also do not offer the same video visuals and effects that prerecorded videos often include (Gilbert, 2019). Video visuals and effects can increase the perceived production value of a video and can introduce other visuals and sounds that enhance the content being accessed. ...
... Second, live streaming videos also do not offer the same video visuals and effects that prerecorded videos often include (Gilbert, 2019). Video visuals and effects can increase the perceived production value of a video and can introduce other visuals and sounds that enhance the content being accessed. ...
... The model of live shopping is used to interact with users in the form of real-time video, where streamers make products available for purchase by conveying product information, awareness of pricing mechanisms and discounts, and creating a sense of urgency to buy (Bharadwaj et al., 2022). Due to its technical convenience, live streaming is increasingly used by merchants to promote their products and brands (Gilbert, 2019), and the live streaming shopping industry has grown like never before, especially during the COVID-19 epidemic. ...
Capturing consumers’ motivations for using the live streaming shopping platform (LSSP) can help guide the optimization of the platform and enhance shopping experience of consumers while watching live videos. Previous studies on user motivation typically explored technical and psychological antecedents of usage by considering the platform holistically. However, this black-box like treatment to the platform blurs the finergrained details of consumer usage. This study takes a micro-level approach, disassembling the LSSP into 13 representative design features, and refines nine user motivations based on the uses and gratifications theory. Through collecting 237 questionnaires and employing regression analysis, we reveal the nuanced relationship between platform design features and consumer motivations. Our findings show that different design features are driven by distinct motivations, diverging from overall LSSP usage motivations. This research broadens the scope of LSSP studies, improves platform functionality, and offers practical insights for service providers.
... Livestreaming shopping is an ideal way to address this issue. Through the chat feature, clients can pose queries and vendors can reply in real-time, providing tailored services and advice that may positively sway customer purchasing decisions (Gilbert, 2019). ...
Live streaming shopping is revolutionizing the way that people shop, as it offers a convenient and interactive shopping experience allowing customers to have real-time access to products and services from their home. This has led to tremendous growth in the industry, with more and more retailers investing in live streaming shopping platforms to meet the needs of their customers. This study investigated the relationship between live streaming and purchase intentions in social commerce in Malaysia using the Theory of Planned Behavior (TPB). A survey was conducted among 200 Malaysian consumers who have experience with live-streaming. The results showed that while attitude does not significantly influence customers' intention to purchase, subjective norms and perceived behavioral control are significant in influencing consumers' intention to purchase through live-streaming. The findings provide insights on how marketers can increase the likelihood of customers making a purchase through live-streaming channels.
... Moreover, with the popularity of smartphones and the development of online payment systems, the online start-up mode has been integrated into young EMG users' daily life, offering young EMGs with entrepreneurial chances (Gilbert, 2019;Liu et al., 2021). Unlike offline start-up modes, the online start-up established on LSPs is more flexible, with no strict site, labour and register requirements for young EMG entrepreneurs (Craig, 2021). ...
This research analyses young ethnic minority groups’ (EMGs) social media using affordance and explores influencing factors of their online start-up motivation on live social platforms (LSPs). The definition of EMGs not only indicates their small population and remote living areas, but also means that they have their original languages, writing systems, and traditional religions, reflecting on their social media using affordance. As peer-topeer technology develops and Marketing 4.0 improves, LSPs can provide young EMGs with more convenient functions to promote online start-ups than traditional social media platforms (SMPs). The technical advantages lower the threshold for entrepreneurship and boost EMGs’ entrepreneurial enthusiasm. Unlike other EMG agegroups, most young EMGs, including EMG college students and graduates, have accepted higher education and become more familiar with the LSP using skills and marketing skills. Compared with typical entrepreneurs, young EMGs have a wealth of generated knowledge and entrepreneurial skills. Although more than 85% of young EMGs understand the advantages of online start-ups and are willing to promote online start-ups, most of them eventually choose to follow their parents’ advice and find some steady jobs. Based on the research gap, the study applies the COM-B Behaviour Changing theory and the Hofstede Cultural theory (improved) to build the research model, and it presents influencing factors of the online start-ups promoted by young EMGs. The thesis aims to analyse how these factors, including Environmental and business opportunity factors, Personal capability factors, and Social and cultural control factors, impact young EMGs’ online entrepreneurial motivations on LSPs. Through the online survey of 586 young EMGs (between 19 to 32) from 41 different EMGs, the thesis applies the partial least squares path modelling and variance-based structural equation modelling method (PLS-SEM) based on the SmartPLS to analyse the relationship of different factors. In addition to testing the research model and examining hypotheses, the study also promotes the importance-performance map analysis (IPMA) to explore additional findings of influencing factors and discuss managerial implications. According to the research results, 17 hypotheses can be supported, such as the positive relationship between service quality and personal online start-up motivation, the positive relationship between religious knowledge and personal motivation, and the negative relationship between conservative attitude and final online start-up behaviour. Meanwhile, five unsupported hypotheses are also explained based on 14 interview results and existing literature. This study is of significance to understanding young EMG individuals’ social media using affordance and their entrepreneurial motivation on LSPs.
... s and services at this time(Baron and Ciechomski, 2019). But generally, Instagram requires other platforms such as Whatsapp to continue communication between sellers and buyers or even the seller's website and marketplace(Latiff and Safiee 2015). Therefore, from the survey results, the most widely used marketing media are social media and Whatsapp.Gilbert (2019) said that 74% of consumers tend to purchase of a product or service after watching a video. Streaming video is more practical and lowcost but can increase customer engagement and have a big impact on sales. From the results of Products Sold by MSMEs Before and After the Covid-19 Pandemic ...
The Covid-19 pandemic that has hit the whole world since the end of 2019 has limited community activities, including economic transactions. This study aims to analyze the impact of Covid-19 on the behavior of Indonesian people. It also explained online purchases and sales and the implications of these changes. This study used quantitative descriptive analysis with data collection through online surveys. The results showed that online purchases increased significantly, the majorities are health products and ready-to-eat foods. Many MSMEs felt a positive impact, where new businesses have sprung up to respond to high demand. Some respondents have just started a business during Covid-19 and started trying to sell their products online.
... Live-streaming commerce on Social Networking Sites (SNSs), such as Tik Tok Live, Sina Weibo Live, and Facebook Live, has advanced rapidly with the emergence of fifth-generation (5G) mobile networks. Social media platforms have provided a solid foundation for livestreaming commerce, resulting in a booming number of bloggers and audiences (Gilbert, 2019). In China, the number of live-streaming users reached 524 million in 2020 and is estimated to be 660 million in 2022 alongside expecting its continuous rise in the coming years 1 . ...
This study aims to unearth potential customers' affective processing of live-streaming tourism advertisements by investigating the impact of two unprocessed emotions on destination visit intention. In particular, this study will adopt a mixed method where psychophysiological techniques will be used to test the unprocessed emotions while a self-report method will be adopted to measure the other psychological constructs (attitude and behavioral intention). As a frontier study in live-streaming tourism and methodology innovation, this study will contribute to the tourism marketing literature theoretically, practically, and methodologically.
... The popularity of these apps and their dynamic form of content which would disappear after twenty-four hours inspired established platforms such as Twitter, Facebook, Instagram, YouTube and LinkedIn to include live stream content within their service provision. The growing ubiquity of live stream and user story content [13,97] is drawing interdisciplinary research attention. Gensler et al. [98] noted that there are powerful implications of the real-time nature of social media. ...
Social media live streaming, in the form of live video and user stories, is widely used by influencers, organisations and individuals to connect with their audiences. Its popularity is well-established in a range of theoretical and managerial contexts. However, there is a lack of scholarship on the role of this phenomenon on consumer decision-making. Filling this gap in the research is essential due to the importance of consumer decision-making in marketing and brand strategy development in organisations. Therefore, the purpose of this paper is to explore and outline the nature of the influence of live stream on the consumer decision-making. The study was part of a 12-month Netnography consisting of participant observation and social media monitoring of brand pages and branded hashtags on social media platforms, Facebook, YouTube, Twitter and Instagram. A thematic analysis revealed five main themes and a conceptual model is proposed which outlines the social media live stream’s influence on consumer decision-making at each stage.
... Versatile video especially became one of the promising stages for speaking with clients. Live real time video can further develop online entertainment showcasing methodologies (Gilbert, 2019). ...
A growing business is one that is expanding in one or more ways, and there is no single metric used to measure growth. Instead, several data points can be highlighted to show a company is growing. These include: revenue, sales, company value, profits, number of employees, and number of customers. Over the past few years, the popularity of podcasts has grown enormously. A Podcast can be understood as a series of episodes, digitally programmed and formatted, focusing on a specific theme or topics like technology, start-ups, or anything else, it can be said that it is a radio in digital form. This study sought to understand the impact of podcasts and video marketing on growth of businesses in the private sector in the United States. This was a literature based study in which relevant literature was reviewed to derive study themes. The study found that in the US, Podcasts are going mainstream, and since the brand name goes online with the Podcasts on many platforms, it increases the brand’s visibility, and there are many tricks and hacks that businesses can use to enhance brand visibility through Podcasts. The study established that podcasts and videos offer individuals and organizations in the private sector alike the ability to effectively and affordably attract, convert, and transform consumers and grow their businesses. It has also been established that Podcast listening numbers have increased by 42% in the US since the start of the COVID-19 crisis, and more and more Americans are discovering content via this medium, it is thus a great place for advertisers to reach a more tech-savvy, educated consumer. The study concludes that many businesses in the United States use podcasts to attract their target customer to their business. By talking about things that their target customer is interested in, they then gain a captive audience to promote their products or services to. Keywords: Podcasts and Video, Marketing strategy, Business growth, Private Sector, United States
... This data demonstrates that online learning at home is confined to completing prescribed homework from teachers. Because of rapid advancement of internet technology, educators now have the opportunity to use it as an innovative online learning medium [8] . Certainly, if learning is not diverse, students will become bored and burdened. ...
The pandemic that has not ended has an impact on changing the educational paradigm. Existing conditions demand to continue to use virtual learning. During the epidemic, this study will examine students’ demand for interactive multimedia in virtual learning. The interviews reveal that the media that teachers provide in virtual learning during this pandemic has limits. Data was gathered through interviews and questionnaires given to teachers and students. The student requirements questionnaire reveals that interactive multimedia is the most effective instructional medium for pupils. This study is part of a larger investigation of the evolution of multimedia learning during a pandemic.
... Through attending various activities designed by educational departments and network industries, EMG entrepreneurs have more chances to accept entrepreneurial training and practice their online-startup projects. Meanwhile, based on the popularity of smartphones and the improvement of mobile payment, live streaming commerce has been integrated into people's daily life and provided EMGs with entrepreneurial opportunities Gilbert, 2019). To encourage the development of online-startup, multiple functions, such as multilingual engagement, online store function, payment system and after-sales service, have been designed on Chinese live-streaming platforms, like Taobao Live and Mogujie. ...
Purpose
Although most Chinese ethnic minority groups (EMGs) hold conservative thinking to online-startups, the new entrepreneurial model is booming on live streaming platforms. In China’s tight cultural ecosystem, the tight cultural control would lead EMG entrepreneurs to keep conservative thinking and avoid challenging careers. Still, it would be helpful for Chinese Governments to issue systematical entrepreneurial policies and improve online-startup environment for EMGs. To discover the relationships among influencing factors and EMGs’ online-startup motivation, this paper aims to draw on the tight and loose cultural theory and the capability-opportunity-motivation-behaviour (COM-B) behaviour changing theory and establishes the research model based on China’s tight cultural ecosystem.
Design/methodology/approach
Through analysing 617 questionnaires from 37 EMGs based on the partial least squares path modelling and variance-based structural equation modelling method, the study proves that environmental opportunity factors and personal capability factors have positive impacts on EMGs’ online-startup motivation and EMGs’ conservative thinking negatively moderates the relationship between their online-startup motivation and entrepreneurial development behaviour. In addition to testing the hypotheses, the paper also measures the importance-performance map analysis to explore additional findings of influencing factors and provide suitable suggestions for EMG entrepreneurs and related departments.
Findings
Regarding the environmental opportunity unit, both policy support and platform support significantly impact Chinese EMGs’ motivation to promote online-startups. For the personal capability unit, a platform using skills positively influences Chinese EMGs to develop online-startups. Meanwhile, EMG cultural knowledge is also necessary for EMG entrepreneurs because abundant cultural resources can be applied to live content and attract online consumers’ watching interests. Furthermore, influenced by the tight cultural control, Chinese EMGs tend to hold conservative thinking to new careers and it negatively moderates the relationship between Chinese EMGs’ online-startup motivation and their final entrepreneurial behaviours. Finally, Chinese EMGs’ online-startup motivation positively affects them to develop online-startups on live streaming platforms.
Originality/value
This study uses the tight and loose cultural theory to analyse the Chinese entrepreneurial environment and discover influencing factors based on the tight cultural ecosystem. Meanwhile, based on the COM-B behaviour changing theory, this paper divides influencing factors into three different units, including the environmental opportunity unit, the personal capability unit and the Tight cultural control unit. Considering the inter-relationships among these units, the research model is established based on the tight cultural ecosystem to discover Chinese EMGs’ online-startup motivation.
... Over the last few years, social media usage as an information source has dramatically increased due to the influx of smart connected devices and ease of accessibility. A recent study [1]- [3] shows that more than 40% of the world's population uses social media to connect and share information, resulting in an exponential increase in the volume of data. Researchers from various scientific domains use this data in different applications such as terrorism uses several approaches to carry out its plans and action, especially using social media platforms such as Twitter that use new technologies. ...
The widespread popularity of social networking is leading to the adoption of Twitter as an information dissemination tool. Existing research has shown that information dissemination over Twitter has a much broader reach than traditional media and can be used for effective post-incident measures. People use informal language on Twitter, including acronyms, misspelled words, synonyms, transliteration, and ambiguous terms. This makes incident-related information extraction a non-trivial task. However, this information can be valuable for public safety organizations that need to respond in an emergency. This paper proposes an early event-related information extraction and reporting framework that monitors Twitter streams, synthesizes event-specific information, e.g., a terrorist attack, and alerts law enforcement, emergency services, and media outlets. Specifically, the proposed framework, Tweet-to-Act (T2A), employs word embedding to transform tweets into a vector space model and then utilizes theWord Mover’s Distance (WMD) to cluster tweets for the identification of incidents. To extract reliable and valuable information from a large dataset of short and informal tweets, the proposed framework employs sequence labeling with bidirectional Long Short-Term Memory based Recurrent Neural Networks (bLSTM-RNN). Extensive experimental results suggest that our proposed framework, T2A, outperforms other state-of-the-art methods that use vector space modeling and distance calculation techniques, e.g., Euclidean and Cosine distance. T2A achieves an accuracy of 96% and an F1-score of 86.2% on real-life datasets.
... The second type of research is based on the perspective of LS, analyzing how the characteristics of LS affect consumers' intention to purchase and sellers' adoption intention (Gilbert, 2019;Lu et al., 2018;Wongkitrungrueng & Assarut, 2018;. These features include real-time, authenticity, reducing consumer psychological distance and perceived uncertainty, symbolic value, utilitarian and hedonic values. ...
Live streaming (LS) is considered to be a sustainable marketing strategy for regions with special agricultural products affected by the environment because of its potential to reduce sales risk and solve customer trust issues. This paper aims to explore the factors that influence Chinese flower and seedling family farms’ adoption intention of LS. An extended planning behavior theory (TPB) including government support and knowledge is used as the theoretical basis for this research. The sample collection adopted stratified random sampling. An effective sample of 356 was obtained through a face-to-face survey of flower and seedling family farms in Shuyang, China. The structural equation modeling (SEM) test results showed that subjective norms and knowledge were key dimensions, followed by government support, then attitude and perceived behavior control. In addition, the explanatory power of the extended TPB model increased by 4%. The results of the interview also found that young operators are more willing to accept LS. This research filled the study gap in the application of LS in agricultural commerce. It is recommended that decision-makers raise family farm operators’ awareness of LS sales and provide more LS sales demonstrations to promote the LS adoption of flower and seedling family farms.
... Social media livestreaming is a marketing tool before it is anything else (Gilbert, 2019). ...
Not all information communication technologies are liked equally by their intended users. Situated within media richness and media ritual theories, this study conceptualizes the notion of liveness for live video streaming and its implementation for Facebook Live. A longitudinal analysis of 21 top hit radio stations in the USA in years 2016 and 2018 found that, overall, Facebook Live did not garner audience approval. A closer examination of the Facebook Live content showed that while in-studio content featuring radio announcers in their traditional
... The number of social media users worldwide is expected to reach 3.02 billion by 2021 (Gilbert, 2019;Huo et al., 2019). Moreover, the number of devices connected to the Internet was expected to reach 50 billion different devices by 2020 (Mollah et al., 2019). ...
The rapid evolution of Internet use has led to the collection of big data about users, which has raised users’ privacy concerns about their personal information. This study adopts the hypothesis to evaluate the perception of the information sensitivity of Internet users in Saudi Arabia as research subjects. This study analyzes the sensitivity of 35 types of information through a questionnaire with answers from 508 participants from Saudi Arabia and estimates the cultural influence by comparing Saudi results with users from the USA, Brazil and Germany. Demographic information, such as age, gender, marital status and education, and attitude characteristics, such as disposition to privacy, propensity to take risks, privacy violation experience and trust in institutions, influence Saudi individuals’ perception of sensitivity towards various types of information. The survey results show slight differences in the sensitivity levels between Internet users in Saudi Arabia and their counterparts in other nations. Ultimately, this study contributes to improving the international model of information sensitivity perception between different nations.
... Such recorded videos are costly and cumbersome to produce; livestreaming video decreases costs while increasing customer engagement and enhancing influence. Mobile video is a particularly promising platform to communicate with consumers (Gilbert 2019). Digital Performances Practitioners, platforms and process as performance All that is required to perform to the world is an internet connection and a phone with a camera. ...
What “live music” means for one generation or culture does not necessarily mean “live” for another. This book examines how changes in economy, culture, and technology pertaining to post-digital times – most importantly drops in recording revenues – affect production, performance, and reception of live music. Considering established examples of live music, such as music festivals, alongside less obvious and hybridised forms, including live streaming and holograms, the book examines whether new forms stand the test of “live authenticity” for their audiences. It also speculates how live music might develop in the future, its relationship to recorded music and mediated performance, and how it will affect dominant business models in the popular music industry.
Livestreaming is an opportunity to participate in digital social life, both for streamers and their audience. This participation is associated with the possibility of spreading content considered as socially harmful. Although trash streams have been popular in Central Europe for several years, they are still not fully characterized. Previous studies define them rather operationally-for the needs of a given analysis. This study fills that gap. Based on long-term observation of trash streamers activity and review of the literature and press reports, the authors provide a comprehensive description of trash streams pointing to differences in nomenclature used in Poland and worldwide. The article also provides methodological guidelines for the analysis of trash streams. The authors developed these guidelines on the basis of the analysis of the literature and their own research experience.
Not all information communication technologies are liked equally by their intended users. Situated within media richness and media ritual theories, this study conceptualizes the notion of liveness for live video streaming and its implementation for Facebook Live. A longitudinal analysis of 21 top hit radio stations in the United States in the years 2016 and 2018 found that, overall, Facebook Live did not garner audience approval. A closer examination of the Facebook Live content showed that while in-studio content featuring radio announcers in their traditional setup did not solicit followers’ likes, Facebook Live posts that featured out-of-studio locations gained more approval in 2018. These findings show how technological-algorithmic platforms are leveraged by radio stations, even if they are not endorsed by social media users. The implication of these findings is that the meaningful integration of video live streaming is still negotiated on social media platforms.
Live-stream shopping has witnessed a leap in development since the coronavirus disease 2019 outbreak. However, research exploring the determinants of live-stream customer satisfaction remains limited. The current study integrated the information systems success model, argument quality, media richness theory, and the source credibility model to investigate the indicators of customer satisfaction with live-stream shopping. Structural equation modeling and AMOS24 were employed to analyze data collected from 237 Chinese consumers. The results indicate that consumers’ satisfaction with live-stream shopping was determined by the quality of information, services, and arguments. Both source expertise and media richness were significant antecedents of information, service, and argument quality. In addition, social presence mediated the relationships of media richness with information, service, and argument quality. Finally, the mediating roles of trustworthiness in the relationships of source expertise with information, service, and argument quality were confirmed.
Social Media is the use of social media platforms and websites to promote product and services. Marketers are always in search of media that improve their targeted marketing efforts. The latest option, being actively explored and experimented with, is social media. Biggies in social media are partnering advertisers, as this opens up another revenue stream for them. Face book, for example, lets its partners such as Coca-Cola access to its database of members so that targeted advertising can be attempted. Research by Shawandra Hill, professor, operations and information management at Wharton Revels that "network-based marketing-the type the Face book is pursuing-can be more effective because it finds customers who would otherwise be overlooked.
This report is the fourth in a series of annual reports designed to capture some of the key developments in the world of social media - within the Middle East - during the past twelve months. Interest in this field, which was first unlocked by the Arab Spring, continues to attract researchers, marketers and businesses.
The reasons for this are multiple: the region’s “youth bulge” makes the market attractive for anyone seeking to attract a young tech-‐savvy audience, meanwhile the growth of ISIS - and their use of social media - continues to pose challenging questions for policy makers and freedom of speech advocates.
These developments play out against a diverse backdrop, and this diversity results in wide variances in usage of social media and other digital technologies; with particular differences between the Gulf region and North Africa. In aggregate, regional usage of social media continues to be behind the global average.
Keywords: social media, social networking, Arab Spring, Middle East, MENA, Middle East and North Africa, Arab World, Facebook, Twitter, Instagram, WhatsApp, mobile, YouTube, video content, media habits, media consumption, social news, Second Screen, Internet Governance, network society
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