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Title / Titel: | Giving and Taking Gratifications in a Gamified Social Live Streaming Service. |
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Author / Autor: | Scheibe, K., Göretz, G., Meschede, C., & Stock, W.G. |
Source / Quelle: | Proceedings of the European Conference of Social Media, June 21-22, 2018, Limerick (pp. 264-273). |
Language / Sprache: | English / Englisch |
Abstract
Introduction. The use of game design elements in non-game contexts has already attracted attention from many companies and organizations. This phenomenon called "gamification" is known for increasing one's engagement, motivation and activity. Even social media platforms have already applied it. One emerging kind of social media that applies gamification elements are social live streaming services (SLSSs). On SLSSs, users are able to broadcast their own program while interacting with spectators via chat messages. This investigation has the SLSS YouNow as a case study. On YouNow, viewers are able to bestow streamers with certain gratifications (e.g. gifts). Are users motivated by the function of receiving and giving gratifications? Are these functions considered as funny, useful, motivating and as a reward? Is there a difference between the action of giving and receiving something? Method. The uses and gratifications theory by Blumler and Katz as well as the approach of differentiation between gratifications sought and gratifications obtained by Palmgreen, Wenner and Rayburn were applied to a model of information behaviour on social live streaming services. Additionally, we made use of the Technology Acceptance Model (TAM) as well as the Information Service Evaluation (ISE) model. Based on the different theoretical backgrounds, an online survey was conducted on umfrageonline.com. It was available in five different languages and had 211 YouNow users as participants. Results. The users of YouNow enjoy the gamified functions of receiving likes, getting fans, and gifts more than giving likes, gifts etc. The most motivating element to continuously apply YouNow is getting fans. Every element is at least considered as neutral but mostly they are highly positive. The game mechanic of capturing moments is the least popular. Discussion. YouNow offers many gamification elements, which are well received by the users. Obviously, users of YouNow are highly motivated and amused by the gamified functions. They rather like to get gratifications for their efforts than to gratify someone else.