COVID-19 and the Changes in Daily Streaming Behavior of Consumers in the United States

COVID-19 and the Changes in Daily Streaming Behavior of Consumers in the United States

Wesley S. Boyce, Joseph Morris, Patrick M. Tracy
Copyright: © 2021 |Pages: 14
DOI: 10.4018/IJBAN.2021070103
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Abstract

In response to the 2019 novel coronavirus (COVID-19) pandemic, many aspects of day-to-day life were considerably altered. Professional sports leagues, educational institutions, public worship, and workplace closures were commonplace. Quarantines and lockdowns put public life on hold due to social distancing requirements. As a result, internet users increased their web activity as a way of staying connected and passing the time. In this manuscript, streaming activity on Facebook Gaming, YouTube Gaming, Mixer, and Twitch is analyzed to discover changes in consumption. It is compared to school closures and stay-at-home orders in US states to better understand changes in social media platform utilization during the global pandemic. This helps to provide insights into user patterns that firms can consider in planning their future social media efforts.
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Literature Review

The definition of social media has not been clearly defined until recently, and this definition is still evolving. These definitions generally consist of elements that include online content, users and the role they play, and technology’s role in the process (Keinänen and Kuivalainen, 2015). For example, Kaplan and Haenlein (2010) describe social media as “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content.” An overview of the general categorizations of social media is provided in Figure 1 (Constantinides and Fountain, 2008).

Figure 1.

Social Media Categorizations (Constantinides and Fountain, 2008)

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