Optimizing live streaming engagement through store atmospheric cues: exploring prosocial behavior and social comparison—insights from streamers and viewers
Optimizing live streaming engagement through store atmospheric cues: exploring prosocial behavior and social comparison—insights from streamers and viewers
Purpose: Live Streaming Marketing has emerged as a transformative medium, facilitating real-time product promotion and brand messaging and reshaping consumer engagement. However, knowledge of the impact of Store Atmospheric cues within live streaming contexts remains scarce. This research delves into the dynamic interplay between streamers and viewers across diverse live streaming platforms, with a focus on the impact of distinct atmospheric cues. It also seeks to explore prosocial behavior and integrate elements of social comparison theory.
Design/methodology/approach: we conducted semi-structured interviews with 14 streamers and 26 viewers. Participants who were active on streaming platforms and had experience of multiple live streaming sessions were purposively identified. The thematic coding approach and NVivo 12 software were employed to gain a nuanced understanding of live streaming dynamics.
Findings: our findings highlight the significant role of emerging atmospheric cues in shaping immersive streaming experiences and fostering prosocial behavior. Additionally, we observed three formats of upward social comparisons between streamers and viewers, wherein viewers compared themselves with streamers and peers, and streamers engaged in comparisons with more experienced counterparts. This finding contributes to a sense of digital community and positive interactions because of live streaming adoptions.
Originality/value: by extending the application of social comparison theory, this study provides valuable insights for practitioners and scholars, enriching the understanding of both streamers’ and viewers’ psychological behavior and the dynamics of virtual retail settings.
Atmospheric cues, Live streaming platform, Prosocial behavior, Semi-structured interviews, Social comparison theory, Streamers and viewers
Lyu, Jing (Daisy)
5e87d21c-8fbe-4391-bffd-96eaae9a2a43
Liang, Yan Danni
1619903a-170c-4c70-b896-d2a6b8440582
Vellore Nagarajan, Durga
1e20c74f-1ed1-4dcf-8f2b-6ff4fe05d084
9 August 2024
Lyu, Jing (Daisy)
5e87d21c-8fbe-4391-bffd-96eaae9a2a43
Liang, Yan Danni
1619903a-170c-4c70-b896-d2a6b8440582
Vellore Nagarajan, Durga
1e20c74f-1ed1-4dcf-8f2b-6ff4fe05d084
Lyu, Jing (Daisy), Liang, Yan Danni and Vellore Nagarajan, Durga
(2024)
Optimizing live streaming engagement through store atmospheric cues: exploring prosocial behavior and social comparison—insights from streamers and viewers.
Internet Research.
(doi:10.1108/INTR-01-2024-0073).
Abstract
Purpose: Live Streaming Marketing has emerged as a transformative medium, facilitating real-time product promotion and brand messaging and reshaping consumer engagement. However, knowledge of the impact of Store Atmospheric cues within live streaming contexts remains scarce. This research delves into the dynamic interplay between streamers and viewers across diverse live streaming platforms, with a focus on the impact of distinct atmospheric cues. It also seeks to explore prosocial behavior and integrate elements of social comparison theory.
Design/methodology/approach: we conducted semi-structured interviews with 14 streamers and 26 viewers. Participants who were active on streaming platforms and had experience of multiple live streaming sessions were purposively identified. The thematic coding approach and NVivo 12 software were employed to gain a nuanced understanding of live streaming dynamics.
Findings: our findings highlight the significant role of emerging atmospheric cues in shaping immersive streaming experiences and fostering prosocial behavior. Additionally, we observed three formats of upward social comparisons between streamers and viewers, wherein viewers compared themselves with streamers and peers, and streamers engaged in comparisons with more experienced counterparts. This finding contributes to a sense of digital community and positive interactions because of live streaming adoptions.
Originality/value: by extending the application of social comparison theory, this study provides valuable insights for practitioners and scholars, enriching the understanding of both streamers’ and viewers’ psychological behavior and the dynamics of virtual retail settings.
Text
IR_revision_final_120924
- Accepted Manuscript
More information
Accepted/In Press date: 14 July 2024
e-pub ahead of print date: 8 August 2024
Published date: 9 August 2024
Keywords:
Atmospheric cues, Live streaming platform, Prosocial behavior, Semi-structured interviews, Social comparison theory, Streamers and viewers
Identifiers
Local EPrints ID: 494587
URI: http://eprints.soton.ac.uk/id/eprint/494587
ISSN: 1066-2243
PURE UUID: 741cbf25-4620-4972-b181-37930628ee49
Catalogue record
Date deposited: 10 Oct 2024 16:53
Last modified: 07 Dec 2024 03:09
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Contributors
Author:
Yan Danni Liang
Author:
Durga Vellore Nagarajan
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