| Autor: |
DIRSEHAN, Taskin, TOKLU, Ahmet, EDIS, Dogukan, USTUNDAG, Mert, ONKOL, Gulnur |
| Předmět: |
|
| Zdroj: |
Journal of Global Strategic Management; Dec2021, Vol. 15 Issue 2, p133-146, 15p |
| Abstrakt: |
As the gaming concept becomes popular, people nowadays prefer not only to play games but also to watch others playing them. Although previous studies have attempted to reveal audience motivations to watch gaming content, their perspectives were on audience characteristics and streamer ones, but the stream basis has remained unexplored. To fill this gap, this study focused on the stream characteristics to understand gaming audience watching behavior. Four focus groups and five in-depth interviews revealed three main themes. The explored themes are (i) Stream Infrastructure for Streamers and Audience, (ii) Quality of the Stream Platform and (iii) Attractiveness of the Stream Platform. The results show that these unveiled themes are positively associated with the audience choice of consuming gaming content. Moreover, the companies should consider the stream characteristics to determine their communication strategies, such as sponsorship, advertising and/or public relations in the gaming world. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
|
