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The viewer value co-creation process on sports live streaming platforms

Liu, Haoyu ; Tan, Kim Hua

Industrial management + data systems, 2023-04, Vol.123 (5), p.1523-1547 [Periódico revisado por pares]

Wembley: Emerald Publishing Limited

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  • Título:
    The viewer value co-creation process on sports live streaming platforms
  • Autor: Liu, Haoyu ; Tan, Kim Hua
  • Assuntos: Broadcasting industry ; Consumers ; Context ; Coronaviruses ; COVID-19 ; Customer services ; Information seeking behavior ; Literature reviews ; Operations management ; Perceptions ; Performance evaluation ; Social networks ; Streaming media ; Streaming services ; Value creation
  • É parte de: Industrial management + data systems, 2023-04, Vol.123 (5), p.1523-1547
  • Descrição: PurposeThe Sports Live Streaming Platforms (SLSPs) have taken centre stage in broadcasting sporting events. This study adopts the value creation sphere (VCS) model and the service dominant logic (SDL) to unpack the value co-creation process on SLSPs.Design/methodology/approachA case study with one of the most representative SLSPs in China, involving the netnographic approach and in-depth interviews, was conducted.FindingsThis study redefines the value co-creation spheres in the context of SLSPs and identifies four actors who contribute to viewers' value perceptions. The findings show that viewers' values can be co-created individually and collectively with other actors in both the customer sphere and the joint sphere.Originality/valueThis study extends the theoretical boundary of value co-creation into the context of SLSPs. The study findings help SLSPs managers and decision makers understand the value co-creation process to gain competitive advantages and enhance the sustainability of their services.
  • Editor: Wembley: Emerald Publishing Limited
  • Idioma: Inglês
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  • Realização: ABCD-USP USP   Logos de Redes Sociais: Freepik

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