Gender and live-streaming: source credibility and motivation

Abstract

Purpose The overall purpose of this study is to investigate and gain a better understanding of perceptions of source credibility and consumer motivation to view live-stream broadcasts. Of particular interest is gender differences based on the gender of the broadcaster and viewer. Design/methodology/approach Data were collected using an online survey from 998 respondents. As the preliminary examination technique, t-tests were used. Findings There are significant differences based on whether a viewer of a live broadcast is watching a source of the same gender or a different gender in source credibility. Viewing same vs opposite sex broadcasters may indicate motivation to engage with the live-video content. There are significant gender differences outcome variables of interest to live broadcasters. Research limitations/implications The context investigated was a single live-streaming provider. Practical implications The findings provide a start to understanding the differences in perceptions and motivations for watching live-stream broadcasters. This will aid marketers and broadcasters using live-stream formats on a variety of platforms in developing better content and building a more engaged viewing community. This research represents an important step in quantifying unexplored differences in gender perceptions of the source of live broadcasts that ultimately could impact not only the success of the broadcaster but also brands endorsed by these broadcasters. Originality/value This research is among the first to explore source effects and motivation in the live video context.