Big Data Analysis and Customer Engagement of Live Streaming in China

doi:10.4324/9781003596516-10

科研成果详情

题名	Big Data Analysis and Customer Engagement of Live Streaming in China
作者	Song，Xiaofei 1; Fu，Mengyao 2
出版日期	2025
来源专著	Chinese Social Media II: Insider, Intercultural and Interdisciplinary Perspectives
ISBN	9781040313916;9781032916552;
页码	113-128
摘要	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.
语种	英语English
DOI	10.4324/9781003596516-10
URL	查看来源
Scopus入藏号	2-s2.0-105002198921
引用统计
文献类型	著作章节
条目标识符	https://repository.uic.edu.cn/handle/39GCC9TT/12922
专题	北师香港浸会大学
作者单位	1.Faculty of Business and Management,BNU-HKBU United International College,China 2.Department of Information Systems and Business Analytics,Deakin University,Australia
第一作者单位	北师香港浸会大学
推荐引用方式 GB/T 7714	Song，Xiaofei,Fu，Mengyao. Big Data Analysis and Customer Engagement of Live Streaming in China, 2025: 113-128.