The viewer value co-creation process on sports live streaming platforms

Liu, Haoyu; Tan, K. H.

Abstract

Purpose-The Sports Live Streaming Platforms (SLSPs) have taken centre stage in broadcasting sporting events. This study adopts the value creation sphere (VCS) model and the service dominant logic (SDL) to unpack the value co-creation process on SLSPs. Design/methodology/approach-A case study with one of the most representative SLSPs in China, involving the netnographic approach and in-depth interviews, was conducted. Findings-This study redefines the value co-creation spheres in the context of SLSPs and identifies four actors who contribute to viewers' value perceptions. The findings show that viewers' values can be co-created individually and collectively with other actors in both the customer sphere and the joint sphere. Originality/value-This study extends the theoretical boundary of value co-creation into the context of SLSPs. Our findings help SLSPs managers and decision makers understand the value co-creation process to gain competitive advantages and enhance the sustainability of their services.

Citation

Liu, H., & Tan, K. H. (2023). The viewer value co-creation process on sports live streaming platforms. Industrial Management and Data Systems, 123(5), 1523-1547. https://doi.org/10.1108/imds-04-2022-0251

• Journal Article Type: Article
• Acceptance Date: Feb 13, 2023
• Online Publication Date: Mar 27, 2023
• Publication Date: 2023
• Deposit Date: Feb 20, 2023
• Publicly Available Date: Mar 27, 2023
• Journal: Industrial Management and Data Systems
• Peer Reviewed: Peer Reviewed
• Volume: 123
• Issue: 5
• Pages: 1523-1547
• DOI: https://doi.org/10.1108/imds-04-2022-0251
• Keywords: Value co-creation; sport live streaming platforms; value creation sphere model; service dominant logic
• Public URL: https://nottingham-repository.worktribe.com/output/17638632
• Publisher URL: https://www.emerald.com/insight/content/doi/10.1108/IMDS-04-2022-0251/full/html?skipTracking=true