Optimizing live streaming engagement through store atmospheric cues
Exploring Prosocial Behavior and Social Comparison—insights From Streamers and Viewers
Bibliographic Data
| ID | 6431196 |
|---|---|
| Authors | Jing Lyu (0000-0002-9839-8891, University of Southampton), Yan Liang (0000-0003-0072-7536, Bournemouth University), Durga Vellore-Nagarajan (0000-0002-9945-1877, University of Southampton) |
| Year | 2024 |
| Volume | 35 |
| Issue | 2 |
| Pages | 882-911 |
| Publication date | 2024-08-08 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Internet Research (JOURNAL) |
| Journal identifiers | ISSN: 1066-2243 • E-ISSN: 2054-5657 |
| Publisher | Emerald Publishing Limited (PUBLISHER • GB) |
| DOI | 10.1108/intr-01-2024-0073 |
| OpenAlex | W4401432466 |
| Language | EN |
| Citations received | 4 |
| References cited | 57 |
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
Creativity · Live Streaming · Multimedia · Originality · Promotion (chess · Prosocial behavior · Qualitative research · Sociology · Thematic analysis · Transformative learning · Computer Science · Consumer Behavior in Brand Consumption and Identification · Consumer Retail Behavior Studies · Digital Marketing and Social Media · Psychology · Social Psychology
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| Unique citing works | 4 |
|---|---|
| Citations per year | 4 |
| Citation span | 2025 - 2026 (2) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 4 |