This study focuses on sports live streaming platforms (SLSPs) that allow sports viewers to
actively engage with various actors while watching sports live streams. By considering the …

As a primarily synchronous social media form, social live streaming services offer real-time
interaction between streamers and viewers, and among viewers. Users' value cocreation …

An emerging form of social media service–livestreaming–has been increasingly adopted by
sports organizations to foster fan engagement. The National Football League (NFL) is no …

The esports industry still exhibits progressive growth driven by digital transformation and an
increasing followership. Such dynamic development involves manifold interactions between …

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 …

Research question The number of co-hosted sports events has significantly increased in
recent years. In view of society's changing expectations for more sustainability, greater …

This paper applies the perspective of service-dominant logic, specifically value co-creation
in service ecosystems to the context of sports. It builds on the notion that co-created value …

During mega-sport events, such as FIFA World Cup or Olympic Games, Fan Fests and other
public viewing events have been developed as an innovative value proposition for watching …

Travel livestreaming opens up new channels for value co-creation. Accordingly, following
uses and gratifications theory, this research aims to identify and examine complex …

Sports viewers have been offered an unprecedented viewing experience to share their
passion with their team and communicate in real-time with a streamer and other viewers by …