Virtual interactions and sports viewing on social live streaming platforms: The role of co-creation experiences, platform involvement, and follow status

Tyreal Yizhou Qian and Chad Seifried

Journal of Business Research, 2023, vol. 162, issue C

Abstract: This study deciphers the underlying mechanism by which virtual interactions influence sports viewing on a social live streaming (SLS) platform. Survey data was collected from 741 viewers who watched Thursday Night Football (TNF) co-streaming on Twitch and was subsequently analyzed via Partial least squares structural equation modeling (PLS-SEM). We identified distinct effects of virtual interactions on co-creation experiences and platform involvement, which served as serial mediators, and in turn, engendered intentions to watch TNF co-streaming. Viewers’ follow status was found to moderate the impacts of co-creation experiences and platform involvement on watching intentions. Our study explores the interconnections between service dominant (S-D) logic and social identity theory (SIT), expounding how virtual interactions may impact sports viewing in the SLS service ecosystem. The findings shed light on the means of fostering an interactive environment conducive to co-creating meaningful experiences and developing lasting relationships in synchronous social media.

Keywords: Social media; Interactions; Value co-creation; Involvement; Identity synergy (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296323002424
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:162:y:2023:i:c:s0148296323002424

DOI: 10.1016/j.jbusres.2023.113884

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().