| Title | Big Data Analysis and Customer Engagement of Live Streaming in China |
| Creator | |
| Date Issued | 2025 |
| Source Publication | Chinese Social Media II: Insider, Intercultural and Interdisciplinary Perspectives |
| ISBN | 9781040313916;9781032916552; |
| Pages | 113-128 |
| Abstract | Live streaming platforms in China have leveraged big data to enhance their content creation and customer engagement. This chapter examines how big data is utilized in shaping the performance of co-broadcasting, a trending event hosted in live streaming. While traditional live streaming follows one(streamer)-to-many(viewers) mode, co-broadcasting features many-to-many mode where multiple streamers interact with each other and their viewers. The chapter empirically presents how to use big data analysis to investigate viewers’ clickstreams in co-broadcasting from a process perspective. Building on that, streamers and platforms can utilize insights obtained to guide improving revenue and marketing strategies. |
| Language | 英语English |
| DOI | 10.4324/9781003596516-10 |
| URL | View source |
| Scopus ID | 2-s2.0-105002198921 |
| Citation statistics | |
| Document Type | Book chapter |
| Identifier | http://repository.uic.edu.cn/handle/39GCC9TT/12922 |
| Collection | Beijing Normal-Hong Kong Baptist University |
| Affiliation | 1.Faculty of Business and Management,BNU-HKBU United International College,China 2.Department of Information Systems and Business Analytics,Deakin University,Australia |
| First Author Affilication | Beijing Normal-Hong Kong Baptist University |
| Recommended Citation GB/T 7714 | Song，Xiaofei,Fu，Mengyao. Big Data Analysis and Customer Engagement of Live Streaming in China, 2025: 113-128. |
| Files in This Item: | There are no files associated with this item. | |||||
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