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Sustainability of Live Video Streamer’s Strategies: Live Streaming Video Platform and Audience’s Social Capital in South Korea

SKK Business School, Sungkyunkwan University, Seoul 03063, Korea
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Sustainability 2020, 12(5), 1969; https://doi.org/10.3390/su12051969
Received: 21 January 2020 / Revised: 28 February 2020 / Accepted: 2 March 2020 / Published: 4 March 2020
(This article belongs to the Section Economic and Business Aspects of Sustainability)
Live streamers’ power and attraction influence consumer behavior. This study focuses on streamer-central formed social capital and the relationship between streamers and audiences on live streaming video platforms (LSVP). First, we explored the impact of trust, norm of reciprocity, and network on social capital formation. Second, we investigated the effect of social capital on streamers’ attributes (attractiveness, expertise, and trustworthiness) and on the audience’s social capital formation. The main findings show that trust and network positively affect social capital. Social capital increases the level of streamers’ attractiveness, expertise, and trustworthiness perceived by the audience, which facilitates sustainable development of the LSVP and the streamer. Perceived streamers’ attractiveness negatively affects social capital formation, while perceived expertise positively affects it. To promote social capital development, streamers and operators of LSVPs should continuously emphasize social capital formation. Moreover, LSVPs should provide audiences with novel and interesting content to enable active networking. For sustainable development of LSVPs, when providing live streaming video services, streamers should deliver content that the audience perceives as based on their expertise rather than on their physical attractiveness. View Full-Text
Keywords: live streaming video; social capital; sustainability strategy live streaming video; social capital; sustainability strategy
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MDPI and ACS Style

Heo, J.; Kim, Y.; Yan, J. Sustainability of Live Video Streamer’s Strategies: Live Streaming Video Platform and Audience’s Social Capital in South Korea. Sustainability 2020, 12, 1969. https://doi.org/10.3390/su12051969

AMA Style

Heo J, Kim Y, Yan J. Sustainability of Live Video Streamer’s Strategies: Live Streaming Video Platform and Audience’s Social Capital in South Korea. Sustainability. 2020; 12(5):1969. https://doi.org/10.3390/su12051969

Chicago/Turabian Style

Heo, Jeakang, Yongjune Kim, and Jinzhe Yan. 2020. "Sustainability of Live Video Streamer’s Strategies: Live Streaming Video Platform and Audience’s Social Capital in South Korea" Sustainability 12, no. 5: 1969. https://doi.org/10.3390/su12051969

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