Weiger, Welf H.

[["dc.bibliographiccitation.issue","ahead-of-print"],["dc.bibliographiccitation.journal","Journal of Service Management"],["dc.bibliographiccitation.volume","ahead-of-print"],["dc.contributor.author","Giertz, Johann N."],["dc.contributor.author","Weiger, Welf H."],["dc.contributor.author","Törhönen, Maria"],["dc.contributor.author","Hamari, Juho"],["dc.date.accessioned","2021-12-01T09:21:08Z"],["dc.date.available","2021-12-01T09:21:08Z"],["dc.date.issued","2021"],["dc.description.abstract","Purpose Social live-streaming services are an emerging form of social media that is gaining in popularity among researchers and practitioners. By facilitating real-time interactions between video content creators (i.e. streamers) and viewers, live-streaming platforms provide an environment for novel engagement behaviors and monetization structures. This research aims to examine communication foci and styles as levers of streaming success. In doing so, the authors analyze their impact on viewers' engagement with the stream. Design/methodology/approach This research draws on a unique dataset collected via a multi-wave questionnaire comprising viewers' perceptions of a specific streamer's communications and their actual behavior toward them. The authors analyze the proposed impact of communication foci on viewing and donating behavior while considering the moderating role of communication style using seemingly unrelated regressions. Findings The results show that communication foci represent a double-edged sword: community-focused communication drives viewership while reducing donations made to the streamer. By contrast, content-focused communication curbs viewing but drives donating. Practical implications Of specific interest for practitioners, the study demonstrates how streaming content providers (e.g. influencers) should adjust their communications to drive engagement in the context of synchronous social media such as social live-streaming services. Beyond that, this research identifies unique characteristics of engagement that can help managers to improve their digital service offerings. Social implications Social live-streaming services provide an environment that offers unique opportunities for self-development and co-creation among social media users. By allowing for real-time interactions, these emerging social media services build on ephemeral content to provide altered experiences for users. Originality/value The authors highlight the need to distinguish between engagement behaviors in asynchronous and synchronous social media. The proposed conceptualization sheds new light on success factors of social media in general and social live-streaming services specifically. To maximize user engagement, content creators in synchronous social media must consider their communications' focus (content or community) and style (utilitarian or hedonic)."],["dc.description.abstract","Purpose Social live-streaming services are an emerging form of social media that is gaining in popularity among researchers and practitioners. By facilitating real-time interactions between video content creators (i.e. streamers) and viewers, live-streaming platforms provide an environment for novel engagement behaviors and monetization structures. This research aims to examine communication foci and styles as levers of streaming success. In doing so, the authors analyze their impact on viewers' engagement with the stream. Design/methodology/approach This research draws on a unique dataset collected via a multi-wave questionnaire comprising viewers' perceptions of a specific streamer's communications and their actual behavior toward them. The authors analyze the proposed impact of communication foci on viewing and donating behavior while considering the moderating role of communication style using seemingly unrelated regressions. Findings The results show that communication foci represent a double-edged sword: community-focused communication drives viewership while reducing donations made to the streamer. By contrast, content-focused communication curbs viewing but drives donating. Practical implications Of specific interest for practitioners, the study demonstrates how streaming content providers (e.g. influencers) should adjust their communications to drive engagement in the context of synchronous social media such as social live-streaming services. Beyond that, this research identifies unique characteristics of engagement that can help managers to improve their digital service offerings. Social implications Social live-streaming services provide an environment that offers unique opportunities for self-development and co-creation among social media users. By allowing for real-time interactions, these emerging social media services build on ephemeral content to provide altered experiences for users. Originality/value The authors highlight the need to distinguish between engagement behaviors in asynchronous and synchronous social media. The proposed conceptualization sheds new light on success factors of social media in general and social live-streaming services specifically. To maximize user engagement, content creators in synchronous social media must consider their communications' focus (content or community) and style (utilitarian or hedonic)."],["dc.identifier.doi","10.1108/JOSM-12-2020-0439"],["dc.identifier.uri","https://resolver.sub.uni-goettingen.de/purl?gro-2/94356"],["dc.language.iso","en"],["dc.notes.intern","DOI-Import GROB-478"],["dc.relation.issn","1757-5818"],["dc.rights.uri","https://www.emerald.com/insight/site-policies"],["dc.title","Content versus community focus in live streaming services: how to drive engagement in synchronous social media"],["dc.type","journal_article"],["dc.type.internalPublication","yes"],["dspace.entity.type","Publication"]]

[["dc.bibliographiccitation.issue","ahead-of-print"],["dc.bibliographiccitation.journal","Journal of Service Management"],["dc.bibliographiccitation.volume","ahead-of-print"],["dc.contributor.author","Giertz, Johann N."],["dc.contributor.author","Hollebeek, Linda D."],["dc.contributor.author","Weiger, Welf H."],["dc.contributor.author","Hammerschmidt, Maik"],["dc.date.accessioned","2022-04-01T10:00:28Z"],["dc.date.available","2022-04-01T10:00:28Z"],["dc.date.issued","2022"],["dc.description.abstract","Purpose Corporate brands increasingly use influential, high reach human brands (e.g. influencers, celebrities), who have strong parasocial relationships with their followers and audiences, to promote their offerings. However, despite emerging understanding of the benefits arising from human brand-based campaigns, knowledge about their potentially negative effects on the corporate brand remains limited. Addressing this gap, this paper deepens insight into the potential risk human brands pose to corporate brands. Design/methodology/approach To explore these issues, this conceptual paper reviews and integrates literature on consumer brand engagement, human brands, brand hijacking and parasocial relationships. Findings Though consumers' favorable human brand associations can be used to improve corporate brand outcomes, they rely on consumers' relationship with the endorsing human brand. Given the dependency of these brands, human brand-based marketing bears the risk that the human brand (vs the firm) “owns” the consumer's corporate brand relationship, which the authors coin relationship hijacking. This phenomenon can severely impair consumers' engagement and relationship with the corporate brand. Originality/value This paper sheds light on the role of human brands in strategic brand management. Though prior research has highlighted the positive outcomes accruing to the use of human brands, the authors identify its potential dark sides, thus exposing pivotal insight."],["dc.identifier.doi","10.1108/JOSM-06-2021-0211"],["dc.identifier.uri","https://resolver.sub.uni-goettingen.de/purl?gro-2/105438"],["dc.language.iso","en"],["dc.notes.intern","DOI-Import GROB-530"],["dc.relation.issn","1757-5818"],["dc.title","The invisible leash: when human brands hijack corporate brands' consumer relationships"],["dc.type","journal_article"],["dc.type.internalPublication","yes"],["dspace.entity.type","Publication"]]