Examining Different Viewer Engagement Patterns for Social Capital on Streaming Communities

Chien Wen Yuan*, Yu Hao Lee

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Abstract

Live streaming is not only a popular form of entertainment but also a channel through which streamers and users can engage in social interactions and develop social capital. The current study surveyed 522 users of live streaming videos to examine how different engagement patterns (e.g., cognitive, affective, and behavioral) are associated with factors that contribute to social capital, including trust, identification, norms, volunteerism, and collective efficacy. Our findings indicate that affective and behavioral engagement were associated with increased social capital through different paths. However, cognitive engagement was not associated with any of the factors that predict social capital. The study argues that live streaming platforms, like other social networking platforms, can build social capital that can be mobilized for potential collective action. More importantly, the study expands our theoretical understanding of how different live streaming engagement patterns affect social capital through distinct factors.

Original languageEnglish
Pages (from-to)2055-2072
Number of pages18
JournalSocial Science Computer Review
Volume41
Issue number6
DOIs
Publication statusPublished - 2023 Dec

Keywords

  • Live streaming
  • community
  • engagement patterns
  • social capital
  • social networking sites

ASJC Scopus subject areas

  • General Social Sciences
  • Computer Science Applications
  • Library and Information Sciences
  • Law

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