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Sustainability of Live Video Streamer’s Strategies: Live Streaming Video Platform and Audience’s Social Capital in South Korea

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  • Jeakang Heo

    (SKK Business School, Sungkyunkwan University, Seoul 03063, Korea)

  • Yongjune Kim

    (SKK Business School, Sungkyunkwan University, Seoul 03063, Korea)

  • Jinzhe Yan

    (SKK Business School, Sungkyunkwan University, Seoul 03063, Korea)

Abstract

Live streamers’ power and attraction influence consumer behavior. This study focuses on streamer-central formed social capital and the relationship between streamers and audiences on live streaming video platforms (LSVP). First, we explored the impact of trust, norm of reciprocity, and network on social capital formation. Second, we investigated the effect of social capital on streamers’ attributes (attractiveness, expertise, and trustworthiness) and on the audience’s social capital formation. The main findings show that trust and network positively affect social capital. Social capital increases the level of streamers’ attractiveness, expertise, and trustworthiness perceived by the audience, which facilitates sustainable development of the LSVP and the streamer. Perceived streamers’ attractiveness negatively affects social capital formation, while perceived expertise positively affects it. To promote social capital development, streamers and operators of LSVPs should continuously emphasize social capital formation. Moreover, LSVPs should provide audiences with novel and interesting content to enable active networking. For sustainable development of LSVPs, when providing live streaming video services, streamers should deliver content that the audience perceives as based on their expertise rather than on their physical attractiveness.

Suggested Citation

  • Jeakang Heo & Yongjune Kim & Jinzhe Yan, 2020. "Sustainability of Live Video Streamer’s Strategies: Live Streaming Video Platform and Audience’s Social Capital in South Korea," Sustainability, MDPI, vol. 12(5), pages 1-13, March.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:5:p:1969-:d:328496
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    Cited by:

    1. Jie Lv & Cong Cao & Qianwen Xu & Linyao Ni & Xiuyan Shao & Yangyan Shi, 2022. "How Live Streaming Interactions and Their Visual Stimuli Affect Users’ Sustained Engagement Behaviour—A Comparative Experiment Using Live and Virtual Live Streaming," Sustainability, MDPI, vol. 14(14), pages 1-18, July.
    2. Guo, Yuanyuan & Zhang, Kexin & Wang, Chaoyou, 2022. "Way to success: Understanding top streamer's popularity and influence from the perspective of source characteristics," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    3. Xiaoxiao Gong & Zuoliang Ye & Kuo Liu & Na Wu, 2020. "The Effects of Live Platform Exterior Design on Sustainable Impulse Buying: Exploring the Mechanisms of Self-Efficacy and Psychological Ownership," Sustainability, MDPI, vol. 12(6), pages 1-16, March.
    4. Chen, Jianyu & Gong, Xiushuang & Ren, Rui, 2023. "Active or avoidance coping? Influencing mechanisms of streamers' coping strategies on viewers’ word of mouth after livestreaming e-commerce failures," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    5. Dang-Van, Thac & Vo-Thanh, Tan & Vu, Thinh Truong & Wang, Jianming & Nguyen, Ninh, 2023. "Do consumers stick with good-looking broadcasters? The mediating and moderating mechanisms of motivation and emotion," Journal of Business Research, Elsevier, vol. 156(C).

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