[PDF][PDF] Mobile live streaming: The roles of broadcasters' screen presence and dynamic emotions in viewership engagement

Y Guo, KY Goh, M Ragab Sayed - 2019 - scholar.archive.org
2019scholar.archive.org
Mobile live streaming enables everyone to broadcast anywhere and anytime. A critical
challenge faced by streaming platforms and broadcasters is how to increase viewership
engagement and monetization performance in terms of virtual gifts. However, limited
understanding on the roles of broadcasters' characteristics has been given by prior studies.
Drawing on literature in live streaming and social presence, we specifically investigate how
and to what extent broadcasters' two main characteristics—screen presence and dynamic …
Abstract
Mobile live streaming enables everyone to broadcast anywhere and anytime. A critical challenge faced by streaming platforms and broadcasters is how to increase viewership engagement and monetization performance in terms of virtual gifts. However, limited understanding on the roles of broadcasters’ characteristics has been given by prior studies. Drawing on literature in live streaming and social presence, we specifically investigate how and to what extent broadcasters’ two main characteristics—screen presence and dynamic emotions are related to viewership engagement outcomes. By utilizing streaming videos and user gift-sending data from a mobile-based live streaming application, we algorithmically extract some human body related features and empirically quantify their effects with multilevel mixed model estimations. Our preliminary findings show that broadcasters’ screen presence in terms of facial and hand appearances is significantly associated with gift-giving. With future work on dynamic emotions, this study is expected to provide insights to both researchers and practitioners.
scholar.archive.org
Showing the best result for this search. See all results