Marketing Dissertation: Benefits of Live Streaming Video Services

This dissertation explores the benefits of using live streaming video services in marketing. It discusses the advantages of live streaming, factors affecting consumer behavior, and the impact of live video streaming on consumer behavior. It also covers the benefits of live streaming services, such as wider audience reach, ease and convenience, and affordability. The document type is a dissertation, and the subject is marketing. The course code, course name, and college/university are not mentioned.

Running head: LITERATURE REVIEW 0
MARKETING DISSERTATION
JULY 31, 2019
STUDENT DETAILS:

LITERATURE REVIEW 1
Contents
Literature review.........................................................................................................................................2
Introduction.............................................................................................................................................2
Live streaming video...................................................................................................................................3
Benefits of video live streaming services....................................................................................................3
Consumer’s purchasing behavior to use live streaming video platform.......................................................8
Factors affecting consumer’s purchasing behavior under live video streaming.......................................9
Impact of live video streaming on behavior of consumers.....................................................................11
Conclusion.................................................................................................................................................12
References.................................................................................................................................................13

LITERATURE REVIEW 2
Literature review
Introduction
The live streaming is really the influential channel o deliver the contents. However, as same as
some other marketing means, the live streaming video approaches with individual part of
drawbacks as well as challenges. Before taking entry into the live video, it is necessarily required
to know the cons as well as pros of live streaming video to take decision whether this is
appropriate to fulfil the requirements.
The live streaming is helpful in creating the communities. Because of the statement that the
platforms such as Periscope permit the persons to make comments at a same period as seeing
the live stream, the target audience is making interaction with others. As same as other digital
marketing channels, the live streaming video would turn out to be over populated very rapidly.
Even though this has not quite reached the point yet, it is firstly getting traction, as well as more
individuals are utilising this on the regular basis. The more and more consumers attract towards
the live streaming because of the advantages of live streaming video. In the following parts, the
live streaming video services, the benefits of the live streaming video services, consumer’s
purchasing behaviour to use live streaming, factors affecting the purchasing behavior of
consumers under live video streaming, impacts of live video streaming on consumer’s behaviour
is discussed and critically examined.

LITERATURE REVIEW 3
Live streaming video
The live streaming is considered as the online streaming media concurrently documented as well
as broadcasted in the real time. It is considered as simply as streaming. The shortened term is
ambiguous because of the fact that streaming can consider as any media carried as well as played
back concurrently without wanting the wholly downloaded files. The non-live media like videos
on requirements, YouTube videos and vlog are officially streamed, however not streamed live.
Further, the live stream service encompasses the wider variety of matters, from the social
media to video-games. There are certain platforms like Kuaishou, live on Face book and
Periscope that involve the streaming of scheduled promotion, the celebrities events and
streaming amid the clients, as in videos telephony. The user’s interaction by means of chat
rooms creates the main part of live streaming. The platforms frequently involve the capability to
speak to newscaster or take participation in conversation in the chats. An extreme instance of
viewer interfacing is the social experiments Twitch Plays Pokemon, wherever the viewer
collaborates to finish the Pokemon game by sorting in the command that correspond to organizer
input (Garcia-Pineda, Felici-Castell and Segura-Garcia, 2016).
Benefits of video live streaming services
The live streaming is the natural extension of video marketing. The video marketing has become
communicating by the live streaming. There are many benefits to using video live streaming
services to broadcast the events. The video live streaming services may be proper in the wider
variety of the framework, involving service and product’s promotion, online declaration, e-
class, service related to church, as well as environmental broadcasting. The corporations may
also utilise the live broadcasting to advance and increase the direct communication with the
individuals and members of communities (Woschank, et. al, 2019).

LITERATURE REVIEW 4
Additionally, the live streaming can be required the practical skills. One can buy the personal
server with Wowza Media System, for instance, but this choice can finally be very costly as well
as difficult. If a person is not known with streaming technique, then it is simpler as well as
affordable to utilise the current video live streaming. With the help of live streaming platform, a
person can easily broadcast the live events, with only a click on a mouse. There are various
benefits few of the live streaming video services. These benefits are discussed as below-
1. Higher quality stream
At the time when a person streams on his individual server, then it will be difficult for a person
to get higher quality streaming. The person is required to have the live streaming services with
the strong infrastructure as well as the best content delivery network to get the video with higher
quality. The content delivery network performs as the international delivery system that allocates
the contents using the personal server. If the people stream on own, then there is the higher
chance that they will block the servers. At the time of broadcasting live to other audiences, it is
required to make sure that the stream works flawlessly as well reliably without the practical
malfunctions. For that reason, it is required to choose the solider live streaming video services
with the good content delivery network.
2. Wide audience prospective
Normally, the events are restricted to a place available at the provided venues. It will be easy to
invite various individuals in the events with the help of live streaming. The more people will join
the events. There are various people who are interested in joining the specific events. They may
not physically attend because of the working commitment or enhancing expenditures. The live
streaming the event may create the content accessible to the individuals whom a person will not

LITERATURE REVIEW 5
reach or else. With the help of live video, one person can have access anywhere in the world
remotely, as one is no longer restricted by the geographical size restraints.
3. accessing greatly targeted positions
Seeing the live streaming videos needs more commitments from the groups, simply because they
require to tune in on the time, notwithstanding whether this is the good period for them or not.
Subsequently, the willpower implements the involuntary filter that keep unconnected viewers
away (Azhar, Pramono and Supriyanto, 2016).
4. User consumes contents on the time, not as per personal time
The most important benefit of the live streaming is that the person consumes content on a time,
and not on the period. It means that if a person is involving with the individuals who care the
most about a person and brands, then the finding of the contents will be extremely helpful. In this
way, no other contents marketing channels are able to do what the live streaming do (Woschank,
et. al, 2019).
5. Richer contents uses
The live broadcasting is not only prohibited to the video streaming services and audio streaming
services as well as live video services. The person should be flexible to utilize the various forms
of contents as well as multimedia such as text, live chats as well as images. In addition, one will
be able to access the various presentation methods.
6. complete support to the customers
It may be complicated to troubleshoot technical issues with little to no past experiences. With the
help of live streaming video services, the person will get the support to resolve the technical

LITERATURE REVIEW 6
difficulties. In a case, when the people stream separately, then only assistance will be Google or
the data already know regarding the live streaming videos. The consistent live streaming services
would render the continuing customer support. It will also helpful for providing the guidance in
the difficulties faced by people (Margolin and Stodolsky, 2018).
7. Ease as well as convenience
This is the myth in relation to the live streaming video that this is very complex as well as
technical for a normal person to be succeed. In the contradiction of this, the live streaming video
may be illusorily simple. The audio equipment as well as video equipment, net connection, and
good streaming platform is very much essential for the convenience.
8. Analytics tracing
This is very significant that one should be able to see and assess the Return on Investment
developed on the live stream. The person is required to track the tools as well as analytic
dashboard to assess the result of physical events. With the help of live streaming video, one will
be able to see the related metrics such as numbers of audience, actions and participation. The
information would be helpful for recognizing the real customers.
9. Capability to repurpose the contents
The selections are the boundless. Nonetheless, this is highly suggested to repurpose the contents
for broadening the scope of the messages (Vega, et. al, 2017).
10. View from mobile devices
With the help of live streaming video, the potential audiences can have proper access to the
smart devices and the phones. In the present world, the people may see most of the video

LITERATURE REVIEW 7
contents online by the smart devices or mobiles. Therefore, this is very significant to follow this
trend. It is also required to make sure that the consumers may access the live stream by the
smartphones. Most of the platforms would permit the person for streaming the contents to the
mobile device through the dynamic HTML5 player in place of the old Flash technique. The
technique permits the viewer to access the live stream everywhere in the world.
11. Affordability
The live streaming video is not costly. It is very cheap. It can also say that it is almost free. The
audience are not need required the specific software, hardware or devices.
12. Free from the advertisements
The audiences had to view the undesired ads in starting of the Youtube video. The audience will
not have to suffer by the promotions and ads at the time of seeing the professional video live
streaming service. The live stream players come equipped with controlling buttons to customize
the contents to the liking (Pires and Simon, 2015).
13. The schemes of the payment
At a certain stage, a person can have doubt that how a person may make the money from live
event without advertisements? The only resolution is that a person may charge the viewers to see
the live stream just like only that person would make payment for the movies tickets or event’s
tickets. The audience may make the payment as per the pay-per-views model or the subscription
per month basis. The audience has option to choose the payment plan to work for the objectives
of video live streaming.
14. Provide academic option

LITERATURE REVIEW 8
The education is very significant because of the two reasons. The first reason is that the people
are not only selling the services or products. They are rendering the benefits of the education that
add more value to the complete corporation package. All the interactions the people have with
the probable customer count as a part of the complete package. The live streaming may permit
the person to render the cooperating lessons like no others. The people in stream may request for
the questions and the target audiences may give reply right away. It increases the value of
somewhat that a person already knows that the target audiences want to see. This is the
advancement on what the person already has. Additionally, a person may playback the live
stream later on for creating this in the conservative video again (Clements, et. al, 2016).
Consumer’s purchasing behavior to use live streaming video platform
Because of the access of internet and well-established technologies, it is sufficient to render great
bandwidth as well as fast network. The live videos make users to use the internet in easiest way.
It also saves the time of users. Additionally, the transparency is the biggest problem amongst the
consumers. The consumers are required to know what is going on at the back of the scene. The
consumers have desires to know about the favourite brand. By taking the help of the certain
social media platforms such as Vine as well as Instagram, the organisations have been copying
the curtain to state the consumers how they create effects. And live streaming makes that easier
than ever before. Nowadays, the consumers may look behind the scene as a part of particular
presentation at no cost. For an instance, one may address them the demo of the new products.
The benefit this has above conventional video marketing is that one is created to realize like a
place in room with them (Clements, et. al, 2019).

LITERATURE REVIEW 9
Additionally, certain application platforms in use on computers as well as other entertainment
devices are essential of sufficient bandwidth. The live streaming video platform is one of the
application platforms. It majorly presents in the manner of broadcasting the scenes of the game
screens of users or user seeing video and permits audience discuss with users. In relation to
increased time, consumers are making expenditures on the video consumption, particularly on
the mobiles, all main social media channels have created biggest declaration stating the changes
in behaviour of the consumer by rendering more options for videos that are accurately at the
fingertip.
In addition, the periscope started getting traction in previous year, and brand began “Snappin” in
particular. After that, YouTube Live is launched by the YouTube. On Facebook, the Facebook
Live also came screaming into the scenes. In this way, with this new platform, it is a time for the
brand to take the harder look at the strategies for the live streaming room. The live videos
actually influence the intention of purchaser. The marketers as well as the business utilised video
ended up increasing revenue forty nine per cent quicker than non video users in 2017. The
enjoyment of videos advertising increases purchase intent by the ninety seven per cent and brand
organization by the one hundred thirty nine per cent. In addition of this, the videos motivate the
audience to stay for longer period. On these video sites, eighty per cent of the marketers declare
videos have enlarged stay time (Cheng, Chang and Chen, 2019).
Factors affecting consumer’s purchasing behavior under live video streaming
In this research paper, there are five factors that have effect on the purchase intention of
consumers under live video streaming. These factors as explained as below-

LITERATURE REVIEW 10
1. Number of views, likes, comments and replies (NVLCR) – the perception of consumer
about the contents may be affected by the interaction of different users. The comment on
the online contents in relation to the products can be professed as the sign of product’s
attractiveness. It may influence the intention of purchase. For the consumer who got
online data believable, the number of comments enhances the credibility of the data. In
addition, the users of YouTube who look for users produced contents also consider the
comments as well as number of comments enhance the trustworthiness and worth of the
video (Ryskeldiev, et. al, 2018).
2. Perceived credibility of data given in the video (PC)- Generally, the credibility of the
sources may be described as the positive characteristics of the sources, which affect the
receivers to accept the messages. The credibility is the notion that is described by the
judgment of the readers. The perceived credibility is a trust dimension, which influences
the acceptance of the messages in the bad or good manner. This may make the changes in
the attitude of consumer.
3. Perceived usefulness of data in the videos (PU)- the perceived usefulness influences the
attitude of purchaser. The usefulness of the recommendations on blog has the direct
influence upon the attitude of purchaser. It may also affect the intention of purchase in
indirect manner (Chang and Sonwalkar, 2016).
4. Perceived video characteristics (PVC)- there are some particular characterises of the
YouTube. The videos on YouTube can have the influence on the intention of purchase.
Firstly, the video’s quality is the factor that influence the decision related to the purchase
decisions. Next, the perceptions about duration of videos can also be the element.

LITERATURE REVIEW 11
5. Attitude toward purchase (ATP)- this factor greatly affect the intention to utilise the
service. The attitudes have the positive effects on user’s intention to join the blog.
Impact of live video streaming on behavior of consumers
The marketing world is always developing, parting marketers continuously on the toes while this
comes to modern manners of accessing consumers as well as increasing awareness related to
brand. The live video streaming can have the potential impact on the consumer’s behavior. The
live streaming is very helpful in creating the trust and faith in the customers. It may change the
attitude of consumer. The consumer will spend more to stay on sites because of the references of
the relevant sources. It will attract the consumers in great number because of its creditability. It
also increases the purchasing behavior of consumers in the retail environment (Liu, et. al, 2017).
Further, in 2016, it was already more than thirty billion dollar industry. It can say that it is only
the starting. It is anticipated that in 2021, the growth of this sector will be double. It will be
increased to seventy billion dollars. In this way, the live video streaming is on rise. In addition, it
is continuing every day. The Twitch.TV is biggest live streaming site in world. It contributes to
increase the users by ten million per day. Further, this active user is seeing for average one
hundred six minutes every day. Additionally, eighty one per cent of users of Internet watched
more live-streamed contents in year 2016 in comparison of year 2015. Various social media
platforms are beginning to incorporate the live streaming. The main purpose is to reach the
customers in greatest number. In addition, the persons of any age are seeing as well as making
live streaming video right away (Pires and Simon, 2015).

LITERATURE REVIEW 12
Conclusion
As per the above analysis, it can be concluded that the live streaming video is opening up the
completely new world of interactivity. The consumers should take the advantages of the live
streaming video by increasing the purchasing behaviour. It can say that the live streaming is the
action of recording as well as sharing the facets of every day social experience of someone
online. It is clear that with the help of live stream websites that collect the things, the people
choose to post the photo, video and tweet, as well as present the posts in reverse chronological
order. Therefore, the live video streaming affects purchasing behaviour of consumer effectively.
It attracts more consumers because of its characteristics. The video live streaming services can
be helpful for the people to come out from the crowd. The video live streaming services state the
consumers that they can have forward thinking and technical skills for applying inventive up-to-
date solution. In general, the video live streaming service allows the person to access the broader
observer base. It can say that the video market is not going away anywhere quickly. This is
something that would stay with all online marketing places for predictable opportunities.

LITERATURE REVIEW 13
References
Azhar, A.Z., Pramono, S. and Supriyanto, E. (2016) An Analysis of Quality of Service (QoS) In
Live Video Streaming Using Evolved HSPA Network Media. JAICT, 1(1).
Chang, W. and Sonwalkar, S., Twitter Inc, (2016) Live video streaming services. U.S. Patent
Application 15/083,260.
Cheng, S.S., Chang, S.L. and Chen, C.Y. (2019) Problematic use of live video streaming
services: Impact of personality traits, psychological factors, and motivations. In Proceedings of
the 2019 8th International Conference on Software and Computer Applications (pp. 487-490).
ACM.
Clements, J., Gessesse, T., Sedani, D., and Klein, J. (2016) U.S. Patent Application No.
14/821,519.
Garcia-Pineda, M., Felici-Castell, S. and Segura-Garcia, J. (2016) Using factor analysis
techniques to find out objective video quality metrics for live video streaming over cloud mobile
media services. Network Protocols and Algorithms, 8(1), pp.126-147.
Liu, X., Xiao, Q., Gopalakrishnan, V., Han, B., Qian, F. and Varvello, M. (2017) 360
innovations for panoramic video streaming. In Proceedings of the 16th ACM Workshop on Hot
Topics in Networks (pp. 50-56). ACM.
Margolin, T., and Stodolsky, D. (2018) U.S. Patent Application No. 15/351,831
Pires, K., and Simon, G. (2015) YouTube live and Twitch: a tour of user-generated live
streaming systems. In Proceedings of the 6th ACM multimedia systems conference, pp. 225-230.

LITERATURE REVIEW 14
Ryskeldiev, B., Cohen, M., Herder, J. and Ochiai, Y. (2018) ReactSpace: Spatial-Aware User
Interactions for Collocated Social Live Streaming Experiences. In 2018 IEEE International
Conference on Systems, Man, and Cybernetics (SMC) (pp. 728-732). IEEE.
Vega, M.T., Mocanu, D.C., Famaey, J., Stavrou, S. and Liotta, A. (2017) Deep learning for
quality assessment in live video streaming. IEEE signal processing letters, 24(6), pp.736-740.
Woschank, M., Maan, C., Marschik, P., Dietrichstein, M., Richardson, E., Conner, K. and Fisher
III, J. A. (2019). U.S. Patent Application No. 10/271,079.