The esports market has been growing exponentially has been growing exponentially with
much interest from industry and academia. Perhaps because of this growth, there is a lack of …

Live streaming allows streamers and viewers to watch, create, and share videos in real time
on topics from gaming, shopping, and social channels to tourism and entertainment. It is …

China is not only the largest but also one of the fastest-growing live streaming markets
globally. In comparison to Western countries, Chinese viewers have a tendency to engage …

Purpose This study aims to identify the key characteristics of tourism live streamers (TLSers)
that influence target consumers and examine how these characteristics enhance destination …

Electronic sports (esports) have become one of the fastest-growing forms of new media. As a
result, esports livestreaming media is a necessary medium for connecting viewers and …

Despite the contribution of livestreaming to the development of contemporary marketing,
current livestreaming research still lacks a thorough understanding of the mechanism that …

This study conducted a systematic scoping review to collect definitions and explanations of
esports and its related concepts in the existing literature. A thematic coding approach was …

Livestreaming, as a new e-retail medium, empirically enhances performance. This paper
proposes a theoretical framework for examining how livestreamers' effort and popularity …

Live streaming platforms have enabled ordinary people to become sources of information
online, with some of them attracting legions of viewers and commanding an audience that …

The live streaming market is becoming increasingly competitive, and relative performance
information regarding broadcasters is available to all participants in the live streaming …