IDEAS home Printed from https://ideas.repec.org/a/spr/annopr/v325y2023i1d10.1007_s10479-022-05062-y.html
   My bibliography  Save this article

Who’s watching? Classifying sports viewers on social live streaming services

Author

Listed:
  • Haoyu Liu

    (The University of Nottingham)

  • Kim Hua Tan

    (The University of Nottingham)

  • Xianfeng Wu

    (Beijing University of Technology)

Abstract

The newly emergent social live streaming services (SLSSs) provide the sport consumers with a synchronised and more interactive viewing experience. In order to help the sport SLSSs firms understanding and engaging with the viewers effectively, this research aims to classify the sports SLSS viewers based on their engagement behaviour, and identify the perceived value and value contribution of each group of viewers. Firstly, 52,545 sports SLSSs viewers’ viewing duration time is predicted by a feedforward neural network. Second, the predicted viewing duration time and other extracted viewer behavioural data (number of messages, number of virtual gifts, and value of virtual gifts) are analysed through two-step clustering in SPSS, and classified viewers into four types. Semi-structured interviews were then conducted to understand how each type of viewer co-creates value. The results identified four groups of viewers, namely content consumers, super co-creators, co-creators, and tourists, and identified their distinct value co-creations and perceived value. This study sheds light on combining engagement behaviour and value co-creation literature to classify the sports viewers in the context of SLSSs. This understanding assists the decision-making processes of marketers and operators to promote viewers’ co-creation effectively.

Suggested Citation

  • Haoyu Liu & Kim Hua Tan & Xianfeng Wu, 2023. "Who’s watching? Classifying sports viewers on social live streaming services," Annals of Operations Research, Springer, vol. 325(1), pages 743-765, June.
    • Handle: RePEc:spr:annopr:v:325:y:2023:i:1:d:10.1007_s10479-022-05062-y
    DOI: 10.1007/s10479-022-05062-y
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s10479-022-05062-y
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s10479-022-05062-y?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Chris Horbel & Bastian Popp & Herbert Woratschek & Bradley Wilson, 2016. "How context shapes value co-creation: spectator experience of sport events," The Service Industries Journal, Taylor & Francis Journals, vol. 36(11-12), pages 510-531, September.
    2. Han Soo Kim & Minjung Kim, 2020. "Viewing sports online together? Psychological consequences on social live streaming service usage," Sport Management Review, Taylor & Francis Journals, vol. 23(5), pages 869-882, December.
    3. Prince Clement Addo & Jiaming Fang & Andy Ohemeng Asare & Nora Bakabbey Kulbo, 2021. "Customer engagement and purchase intention in live-streaming digital marketing platforms," The Service Industries Journal, Taylor & Francis Journals, vol. 41(11-12), pages 767-786, September.
    4. Rishika Rishika & Ashish Kumar & Ramkumar Janakiraman & Ram Bezawada, 2013. "The Effect of Customers' Social Media Participation on Customer Visit Frequency and Profitability: An Empirical Investigation," Information Systems Research, INFORMS, vol. 24(1), pages 108-127, March.
    5. Tan, Kim Hua & Zhan, YuanZhu & Ji, Guojun & Ye, Fei & Chang, Chingter, 2015. "Harvesting big data to enhance supply chain innovation capabilities: An analytic infrastructure based on deduction graph," International Journal of Production Economics, Elsevier, vol. 165(C), pages 223-233.
    6. Ying Liu & Hong Li & Geng Peng & Benfu Lv & Chong Zhang, 2015. "Online purchaser segmentation and promotion strategy selection: evidence from Chinese E-commerce market," Annals of Operations Research, Springer, vol. 233(1), pages 263-279, October.
    7. Coppi, Renato & D’Urso, Pierpaolo & Giordani, Paolo, 2012. "Fuzzy and possibilistic clustering for fuzzy data," Computational Statistics & Data Analysis, Elsevier, vol. 56(4), pages 915-927.
    8. Lei Li & Ting Chi & Tongtong Hao & Tao Yu, 2018. "Customer demand analysis of the electronic commerce supply chain using Big Data," Annals of Operations Research, Springer, vol. 268(1), pages 113-128, September.
    9. Nishikant Mishra & Akshit Singh, 2018. "Use of twitter data for waste minimisation in beef supply chain," Annals of Operations Research, Springer, vol. 270(1), pages 337-359, November.
    10. Rodoula H. Tsiotsou, 2016. "A service ecosystem experience-based framework for sport marketing," The Service Industries Journal, Taylor & Francis Journals, vol. 36(11-12), pages 478-509, September.
    11. Merz, Michael A. & Zarantonello, Lia & Grappi, Silvia, 2018. "How valuable are your customers in the brand value co-creation process? The development of a Customer Co-Creation Value (CCCV) scale," Journal of Business Research, Elsevier, vol. 82(C), pages 79-89.
    12. Zhan, Yuanzhu & Tan, Kim Hua, 2020. "An analytic infrastructure for harvesting big data to enhance supply chain performance," European Journal of Operational Research, Elsevier, vol. 281(3), pages 559-574.
    13. Kim, Han Soo & Kim, Minjung, 2020. "Viewing sports online together? Psychological consequences on social live streaming service usage," Sport Management Review, Elsevier, vol. 23(5), pages 869-882.
    14. Vargo, Stephen L. & Maglio, Paul P. & Akaka, Melissa Archpru, 2008. "On value and value co-creation: A service systems and service logic perspective," European Management Journal, Elsevier, vol. 26(3), pages 145-152, June.
    15. Busalim, Abdelsalam H. & Ghabban, Fahad & Hussin, Ab Razak Che, 2021. "Customer engagement behaviour on social commerce platforms: An empirical study," Technology in Society, Elsevier, vol. 64(C).
    16. Liu, Haoyu & Tan, Kim Hua & Pawar, Kulwant, 2022. "Predicting viewer gifting behavior in sports live streaming platforms: The impact of viewer perception and satisfaction," Journal of Business Research, Elsevier, vol. 144(C), pages 599-613.
    17. Stephen L. Vargo & Robert F. Lusch, 2016. "Institutions and axioms: an extension and update of service-dominant logic," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 5-23, January.
    18. Kumar Rakesh Ranjan & Stuart Read, 2016. "Value co-creation: concept and measurement," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 290-315, May.
    19. Qian, Tyreal Yizhou & Matz, Robbie & Luo, Lei & Xu, Chenglong, 2022. "Gamification for value creation and viewer engagement in gamified livestreaming services: The moderating role of gender in esports," Journal of Business Research, Elsevier, vol. 145(C), pages 482-494.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Liu, Haoyu & Tan, Kim Hua & Pawar, Kulwant, 2022. "Predicting viewer gifting behavior in sports live streaming platforms: The impact of viewer perception and satisfaction," Journal of Business Research, Elsevier, vol. 144(C), pages 599-613.
    2. Qian, Tyreal Yizhou & Seifried, Chad, 2023. "Virtual interactions and sports viewing on social live streaming platforms: The role of co-creation experiences, platform involvement, and follow status," Journal of Business Research, Elsevier, vol. 162(C).
    3. Haoyu Liu & Kim Hua Tan & Ajay Kumar & Sanjay Kumar Singh & Leanne Chung, 2022. "Value Co-creation in Sports Live Streaming Platforms : A Microfoundations Perspective," Post-Print hal-04325652, HAL.
    4. Chapman, Alexis & Dilmperi, Athina, 2022. "Luxury brand value co-creation with online brand communities in the service encounter," Journal of Business Research, Elsevier, vol. 144(C), pages 902-921.
    5. Matti Haverila & Kai Haverila & Caitlin McLaughlin & Mehak Arora, 2022. "Engagement, participation, and relationship quality in the context of co-creation in brand communities," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(3), pages 232-249, September.
    6. Nathalie Peña-García & Mauricio Losada-Otálora & Jorge Juliao-Rossi & Augusto Rodríguez-Orejuela, 2021. "Co-Creation of Value and Customer Experience: An Application in Online Banking," Sustainability, MDPI, vol. 13(18), pages 1-14, September.
    7. Sahi, Gurjeet Kaur & Devi, Rita & Gupta, Mahesh C. & Cheng, T.C.E., 2022. "Assessing co-creation based competitive advantage through consumers’ need for differentiation," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    8. Kazem Haki & Michael Blaschke & Stephan Aier & Robert Winter, 2019. "A Value Co-creation Perspective on Information Systems Analysis and Design," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 61(4), pages 487-502, August.
    9. Linda D. Hollebeek & Moira K. Clark & Wafa Hammedi & René Arvola, 2021. "Cocreated brand value: theoretical model and propositions," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 413-428, July.
    10. Fabio Wagner & Holger Preuss & Thomas Könecke, 2021. "A Central Element of Europe’s Football Ecosystem: Competitive Intensity in the “Big Five”," Sustainability, MDPI, vol. 13(6), pages 1-20, March.
    11. Wang, Qingtao & Bai, Xuan & Li, Julie Juan, 2023. "Achieving value co-creation through cooperation in international joint ventures: A two-level perspective," International Business Review, Elsevier, vol. 32(1).
    12. Waqar Nadeem & Mari Juntunen & Nick Hajli & Mina Tajvidi, 2021. "The Role of Ethical Perceptions in Consumers’ Participation and Value Co-creation on Sharing Economy Platforms," Journal of Business Ethics, Springer, vol. 169(3), pages 421-441, March.
    13. Fatemeh Hamidi & Naser Shams Gharneh & Datis Khajeheian, 2019. "A Conceptual Framework for Value Co-Creation in Service Enterprises (Case of Tourism Agencies)," Sustainability, MDPI, vol. 12(1), pages 1-21, December.
    14. He Huang, 2019. "How Does Information Transmission Influence the Value Creation Capability of a Digital Ecosystem? An Empirical Study of the Crypto-Digital Ecosystem Ethereum," Sustainability, MDPI, vol. 11(19), pages 1-16, September.
    15. Sheshadri Chatterjee & Nripendra P. Rana & Yogesh K. Dwivedi, 2022. "Assessing Consumers’ Co‐production and Future Participation On Value Co‐creation and Business Benefit: an F-P-C-B Model Perspective," Information Systems Frontiers, Springer, vol. 24(3), pages 945-964, June.
    16. Luis Ignacio Álvarez-González & María Jesús Barroso-Méndez & Clementina Galera-Casquet & Víctor Valero-Amaro, 2023. "The impact of technologies on society through NPO-social enterprise value co-creation," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-15, December.
    17. Mitrega, Maciej & Klézl, Vojtěch & Spáčil, Vojtěch, 2022. "Systematic review on customer citizenship behavior: Clarifying the domain and future research agenda," Journal of Business Research, Elsevier, vol. 140(C), pages 25-39.
    18. Stuart Read & Stefan Michel & Jan H. Schumann & Kumar Rakesh Ranjan, 2019. "Pricing co-created value: an integrative framework and research agenda," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 155-183, December.
    19. Linda D. Hollebeek & Rajendra K. Srivastava & Tom Chen, 2019. "S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 161-185, January.
    20. Loureiro, Sandra Maria Correia & Romero, Jaime & Bilro, Ricardo Godinho, 2020. "Stakeholder engagement in co-creation processes for innovation: A systematic literature review and case study," Journal of Business Research, Elsevier, vol. 119(C), pages 388-409.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:annopr:v:325:y:2023:i:1:d:10.1007_s10479-022-05062-y. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.