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The Viewer Value Co-Creation Process on Sports Live Streaming Platforms

Liu, Haoyu; Tan, K. H.


Haoyu Liu

Professor of Operations and Innovation Management


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.


Liu, H., & Tan, K. H. (in press). The Viewer Value Co-Creation Process on Sports Live Streaming Platforms. Industrial Management and Data Systems,

Journal Article Type Article
Acceptance Date Feb 13, 2023
Deposit Date Feb 20, 2023
Journal Industrial Management and Data Systems
Publisher Emerald
Peer Reviewed Peer Reviewed
Keywords Value co-creation; sport live streaming platforms; value creation sphere model; service dominant logic
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