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Media Streaming and Social Interaction: A Study of Gen Z Participation in TikTok Livestream in Vietnam
Purpose: The advent of streaming media has transformed content consumption, with social live streaming platforms emerging as hubs for real-time interaction. The research aims to explore intrinsic and extrinsic motivations behind Gen Z’s active participation, the impact of live stream engagement on user experience, and content creator strategies to foster and sustain audience engagement on TikTok livestreams.
Design/Methodology: Qualitative research, encompassing in-depth interviews and direct observations was adopted. Findings: While extrinsic motivations like exclusive deals remain influential, intrinsic factors like
entertainment, parasocial connection, and autonomy play a crucial role in sustaining participation. The interactive nature of live stream chats fosters a sense of community and co-creation, enhancing user satisfaction and platform enjoyment. Content creators employ diverse strategies, including conversational approaches, support team dynamics, and product-focused tactics, to foster engagement.
Research limitations: The limitations of this research are primarily related to its sample size, data collection method, potential participant bias, and the specific focus on the fashion, beauty, and cosmetics sectors within the Vietnamese context
Duong Hoai Lan EIU PARIS