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How to Attract More Viewers in Live Streams? A Functional Evaluation of Streamers’ Strategies for Attraction of Viewers

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HCI in Business, Government and Organizations (HCII 2020)

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 12204))

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Abstract

Live streaming is becoming popular and has attracted large numbers of online viewers. It becomes a social commerce venue where streamers can gain commercial benefits from building the relationship with viewers. Before building relationship with more viewers, how to attract more viewers is the essential foundation in the live streaming industry. This article explores and evaluates what strategies and techniques streamers use to attract more viewers through data source triangulation and methodological triangulation. In details, data were collected from streamers’ self-reports, viewers’ self-reports and online actual behavior; interviews, focus groups and online observation were applied, based on the characteristics of data. Through multiple triangulation, we identified three strategies and techniques for attracting viewers: (i) to increase streamer-viewer interactions, (ii) to create synergy with other streamers, and (iii) to conduct self-promotion. Findings were indicated by the popular streamers and verified by both focus groups and online observations. Our paper contributes to understanding streamer-viewer interactions in computer mediated communication. Live streaming platforms also benefit from this study in terms of platform design and marketing.

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Acknowledgement

We would like to thank the following people for their assistances: Mr. Qiuwu Jia, Ms. Chunyu Sun, Ms. Bin Li, Mr. Allan Bingqi Huang, Mr. Junzhao Li, Mr. Xin Chen, Ms. Shuang Zuo, Mr. Lei Wu, Mr. Yonghui Long, Mr. Zhiming Zhang, and Mr. Weikun Zhou. We also thank the editors and anonymous reviewers for their excellent comments and suggestions.

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Authors and Affiliations

  1. Massey University, Auckland, 0745, New Zealand

    Xiaoyun Jia, Ruili Wang & James H. Liu

  2. Wuhan University, Wuhan, 430072, China

    Tian Xie

Authors
  1. Xiaoyun Jia
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  2. Ruili Wang
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  3. James H. Liu
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  4. Tian Xie
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Corresponding author

Correspondence to Ruili Wang .

Editor information

Editors and Affiliations

  1. Missouri University of Science and Technology, Rolla, MO, USA

    Fiona Fui-Hoon Nah

  2. Missouri University of Science and Technology, Rolla, MO, USA

    Keng Siau

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Jia, X., Wang, R., Liu, J.H., Xie, T. (2020). How to Attract More Viewers in Live Streams? A Functional Evaluation of Streamers’ Strategies for Attraction of Viewers. In: Nah, FH., Siau, K. (eds) HCI in Business, Government and Organizations. HCII 2020. Lecture Notes in Computer Science(), vol 12204. Springer, Cham. https://doi.org/10.1007/978-3-030-50341-3_29

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  • DOI: https://doi.org/10.1007/978-3-030-50341-3_29

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-50340-6

  • Online ISBN: 978-3-030-50341-3

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