IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-04325652.html
   My bibliography  Save this paper

Value Co-creation in Sports Live Streaming Platforms : A Microfoundations Perspective

Author

Listed:
  • Haoyu Liu

    (Nottingham University Business School [Nottingham])

  • Kim Hua Tan

    (Nottingham University Business School [Nottingham])

  • Ajay Kumar

    (EM - EMLyon Business School)

  • Sanjay Kumar Singh

    (Maynooth University - National University of Ireland Maynooth)

  • Leanne Chung

    (Cardiff Business School - Cardiff University)

Abstract

"As a primarily synchronous social media form, social live streaming services offer real-time interaction between streamers and viewers, and among viewers. Users' value cocreation has become increasingly crucial for platform businesses to increase their competitive advantage. However, the previous studies using the microfoundations approach have only confirmed the employees' efforts to adopt technology as a way to achieve the firms' goals. In this article, we explore the microfoundations of external actors' (viewers and streamers) value cocreation on sports live streaming platforms (SLSPs). Taking China Sport as a case study, this article conducts netnography research with observations made of four live-streamed matches on the final matchday of the International Table Tennis Federation World Tour Grand Final 2019. In total, 16 204 real-time messages and 5540 gifting messages are reviewed. In-depth interviews are also conducted with 5 streamers and 15 viewers. As a result, a typology of viewers (managers, fans, and audiences) emerges, and five viewer–streamer–viewer value cocreation activities are revealed. Furthermore, the unique value-in-use among streamers and viewers in different activities is found. This study presents a model to show that the viewers' engagement and the value cocreation activities between viewers and streamers at a microlevel determines the value-in-use formation, which, in turn, contributes to the competitive advantages for SLSPs at a macrolevel. This study contributes to the existing literature on the engagement behavior and value cocreation by empirically examining the role of external actors' engagement as the microfoundations of value cocreation in the context of new social technologies—SLSPs."

Suggested Citation

  • 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.
    • Handle: RePEc:hal:journl:hal-04325652
    DOI: 10.1109/TEM.2022.3204451
    Note: View the original document on HAL open archive server: https://hal.science/hal-04325652
    as

    Download full text from publisher

    File URL: https://hal.science/hal-04325652/document
    Download Restriction: no
    File URL: https://libkey.io/10.1109/TEM.2022.3204451?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
    ---><---

    References listed on IDEAS

    as
    1. Storbacka, Kaj & Brodie, Roderick J. & Böhmann, Tilo & Maglio, Paul P. & Nenonen, Suvi, 2016. "Actor engagement as a microfoundation for value co-creation," Journal of Business Research, Elsevier, vol. 69(8), pages 3008-3017.
    2. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    3. 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.
    4. 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.
    5. 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.
    6. Charla Mathwick & Caroline Wiertz & Ko de Ruyter, 2008. "Social Capital Production in a Virtual P3 Community," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(6), pages 832-849, November.
    7. 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.
    8. Minsam Ko & Jaeryong Yeo & Juyeong Lee & Uichin Lee & Young Jae Jang, 2016. "What Makes Sports Fans Interactive? Identifying Factors Affecting Chat Interactions in Online Sports Viewing," PLOS ONE, Public Library of Science, vol. 11(2), pages 1-20, February.
    9. 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.
    10. Tyreal Yizhou Qian, 2022. "Watching sports on Twitch? A study of factors influencing continuance intentions to watch Thursday Night Football co-streaming," Sport Management Review, Taylor & Francis Journals, vol. 25(1), pages 59-80, January.
    11. Christine Oliver, 1997. "Sustainable competitive advantage: combining institutional and resource‐based views," Strategic Management Journal, Wiley Blackwell, vol. 18(9), pages 697-713, October.
    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. 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.
    2. 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.
    3. 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.
    4. Dziewanowska Katarzyna & Kacprzak Agnieszka, 2023. "The Influence of Engagement in Value Co-Creation on E-Learning Experience and Student Satisfaction: An Empirical Study," Marketing of Scientific and Research Organizations, Sciendo, vol. 28(2), pages 61-80, June.
    5. Ratten, Vanessa & da Silva Braga, Vitor Lélio & da Encarnação Marques, Carla Susana, 2021. "Sport entrepreneurship and value co-creation in times of crisis: The covid-19 pandemic," Journal of Business Research, Elsevier, vol. 133(C), pages 265-274.
    6. Gian Luca Casali & Mirko Perano & Andrea Moretta Tartaglione & Roxanne Zolin, 2018. "How Business Idea Fit Affects Sustainability and Creates Opportunities for Value Co-Creation in Nascent Firms," Sustainability, MDPI, vol. 10(1), pages 1-15, January.
    7. Benedict G. C. Dellaert, 2019. "The consumer production journey: marketing to consumers as co-producers in the sharing economy," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 238-254, March.
    8. Hsin-Hui Chou & Chao-Chin Huang & Pei-Yun Tu, 2023. "Towards becoming a service-dominant enterprise: an actor engagement perspective," Service Business, Springer;Pan-Pacific Business Association, vol. 17(2), pages 607-632, June.
    9. 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.
    10. 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).
    11. Schulz, Thomas & Zimmermann, Sina & Böhm, Markus & Gewald, Heiko & Krcmar, Helmut, 2021. "Value co-creation and co-destruction in service ecosystems: The case of the Reach Now app," Technological Forecasting and Social Change, Elsevier, vol. 170(C).
    12. Francesco Polese & Debora Sarno & Orlando Troisi & Mara Grimaldi, 2018. "From B2B to A4A: An Integrated Framework for Viable Value Co-Creation," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(3), pages 135-161.
    13. Montserrat Díaz-Méndez & Mario R. Paredes & Michael Saren, 2019. "Improving Society by Improving Education through Service-Dominant Logic: Reframing the Role of Students in Higher Education," Sustainability, MDPI, vol. 11(19), pages 1-14, September.
    14. Mizan Rahman & Sunny Bose & Mujahid Mohiuddin Babu & Bidit Lal Dey & Sanjit Kumar Roy & Ben Binsardi, 2019. "Value Co-Creation as a Dialectical Process: Study in Bangladesh and Indian Province of West Bengal," Information Systems Frontiers, Springer, vol. 21(3), pages 527-545, June.
    15. Nobari, Niloofar & Dehkordi, Ali Mobini, 2023. "Innovation intelligence in managing co-creation process between tech-enabled corporations and startups," Technological Forecasting and Social Change, Elsevier, vol. 186(PB).
    16. Carlota Lorenzo-Romero & Efthymios Constantinides, 2019. "On-line Crowdsourcing: Motives of Customers to Participate in Online Collaborative Innovation Processes," Sustainability, MDPI, vol. 11(12), pages 1-16, June.
    17. 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.
    18. 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.
    19. Thomas Schulz & Markus Böhm & Heiko Gewald & Helmut Krcmar, 2021. "Smart mobility – an analysis of potential customers’ preference structures," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(1), pages 105-124, March.
    20. Busser, James A. & Shulga, Lenna V., 2018. "Co-created value: Multidimensional scale and nomological network," Tourism Management, Elsevier, vol. 65(C), pages 69-86.

    More about this item

    Keywords

    service-dominant logic; microfoundations of value co-creation; sports live stream platforms; competitive advantages; sports viewing behaviour;
    All these keywords.

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    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:hal:journl:hal-04325652. 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: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    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.