Factors affecting audience intention to watch celebrity live-stream sponsored by brands - Case study of singer Khoi My live-stream sponsored by Yomost on facebook live
Abstract
We are living in an age when live stream has become trending in the digital marketing industry. Thanks to the introduction of Facebook Live and a number of competing social media platforms, brands are trying their best to deliver entertaining real-time content to their audiences. The format of live-stream is the real-time video streaming online. This paper proposes four main motivators: flow, entertainment, social interaction, and endorsement. Structural equation modeling was used to examine their correlations with audiences’ attitude, perceived value and intention to watch celebrity live-streaming which was sponsored by brand. The survey questionnaire was conducted online via a live-stream post of Khoi My, which was sponsored by the brand - Yomost. According to analysis of 314 valid responses of this paper survey, social interaction was the main factor motivating livestream usage. Moreover, people’s attitudes toward a live-stream were not impacted by flow experience. This study findings provide an important contribution to the live-stream industry and any marketing activities that associate with live-streaming.
Keywords: Live streaming, social interaction, flow theory, entertainment, endorsement, watching intention