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A Streamer's Stream: The What and How of Successful Social Live Streaming

机译：拖鞋的流：社交活跃的成功媒体和如何

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摘要

Social live streaming is an emerging form of digital media that is gaining in popularity(TwitchTracker 2019).It enables real-time content generation and consumption and facilitates synchronous interactions between streamers and their community.Social live streams differ from other popular media forms,such as TV or Videos-on-Demand(Schweidel and Moe 2016)in two key aspects.First,the streaming and the consumption of content occurs in real-time.Second,it allows for a synchronous interaction between the content creator(i.e.,streamer)and his/her respective community(i.e.,live-chat).So far,most researchers have focused on the motivations of viewers for watching live streams and for engaging in monetary activities towards the stream(e.g.,Sjoblom and Hamari 2017).Thus,previous literature has neglected to identify how streamers can design their live communication directed at their viewers in order to drive nonmonetary and monetary outcomes.Against the background of a highly competitive streaming market(Zhao et al.2018),the authors examine communication foci(the"what")and communication styles(the"how")as levers of streaming success.In doing so,they analyze their impact on nonmonetary and monetary outcomes.
机译：社交实况流是一种新兴的数字媒体形式，其受欢迎程度（TwitchTracker 2019）。它可以实现实时内容生成和消费，并促进橱柜与其社区之间的同步交互。社会直播流与其他流行媒体形式不同，如此作为电视或视频点播（Schweidel和Moe 2016）在两个关键方面。首先，流媒体和内容的消耗在实时发生..Second，它允许内容创建者之间的同步交互（即，垃圾邮件）和他/她的各自的社区（即，Live-Chat）。所以，大多数研究人员都专注于观众观看活溪的观众的动机，并为迄今为止对流的货币活动（例如，Sjoblom和Hamari 2017）.thus ，以前的文献忽略了识别融合器如何设计他们的观众的现场通信，以便推动非运阶级和货币结果。在高度竞争的流素的背景下G Market（Zhao等人2018），作者审查了通信焦点（“什么”）和通讯风格（如何“）作为流媒体成功的杠杆。在这样做，他们分析了对非项目和货币成果的影响。

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