Social motivations of live-streaming viewer engagement on Twitch
By Zorah Hilvert-Bruce, James T. Neill, Max Sjöblom, Juho Hamari. Computers in Human Behavior, 2018
769 citations recorded by the source corpus.
Abstract Little is known about the motivations underlying viewer engagement in the rapidly growing live-streaming multimedia phenomenon. This study trialled an eight-factor socio-motivational model, based on Uses and Gratifications Theory, to explain four aspects of live-stream viewer engagement. Cross-sectional data was collected through an international, online self-report survey of Twitch users (N = 2227). Multiple and ordinal linear regression analyses identified six motivations which helped to explain live-stream engagement: social interaction, sense of community, meeting new people, entertainment, information seeking, and a lack of external support in real life. Compared to mass media, viewer motivations to engage in live-stream entertainment appear to have a stronger social and community basis. Furthermore, live-stream viewers who preferred smaller channels (
Subfields: Literature and Literary Theory, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/6373a705ccad4d75d6c68e182eb8cb898234b844
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Sociology and Political Science
Citations in the corpus
- What Drives Consumer Shopping Behavior in Live Streaming Commerce (2020, background): “…(e.g. high quality product information), but also assists in developing virtual social relationships with streamers during real-time interactions, thus, generating a sense of intimacy and closeness with the live streamer, referred to as a para-social relationship [Hilvert-Bruce et al. 2018].”
- Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework (2021, background): “Live streaming commerce not only enables consumers to experience shopping benefits but also assists in developing virtual social relationships with live streamers during realtime interactions [10,17].”