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What is Live streaming

Navigating Digital Communication and Challenges for Organizations
Is the live broadcasting of media through the internet.
Published in Chapter:
How Small Companies Used Shopstreaming in Their Fight for Survival in a COVID-19 Scenario: Case Studies from Brazil and Portugal
Priscila Jaekel Krolow (Universidade Católica Portuguesa, Portugal), Patrícia Dias (Universidade Católica Portuguesa, Portugal), and Sara Manuela Lopes Oliveira (Universidade Católica Portuguesa, Portugal)
Copyright: © 2022 |Pages: 17
DOI: 10.4018/978-1-7998-9790-3.ch005
The digital acceleration triggered by COVID-19 was a disruptive transformation of society, which was not prepared for such quick changes in socialization, work, and consumption, among other activities. We were forced to reinvent ourselves, to pursue the continuity of our daily routines using tools already available, because there was no time to invent better ones. In this context, live performances on social media became very successful as a zero-cost (both for content producers and audiences) and highly engaging format. Brands, and particularly small companies, quickly took over this new tool, adopting a practice that had already emerged a few years ago, consisting of using live streaming as a channel for showcasing products and selling, thus being an alternative to the mandatory closure of stores. In order to better understand this emergent practice, this chapter looks into two examples: Mh2, a Brazilian fashion accessories company which used lives on Instagram to sell its products, and São Costureira, a Portuguese clothing brand which did the same using Facebook.
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More Results
Paid to Play: The Gamers, Game Streaming, and Advertising in Chinese Mobile Game Fan Communities
An online activity that broadcast a person’s event live by streaming technique
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Barriers, Issues, and Similarities Among Women in eSports and Similar Mixed Gender Sports: Ascertaining Common Ground
A video is streamed over the internet for others to watch in real time without first recording the video, for example Facebook live.
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Growth in Sport Media and the Rise of New Sport Fandom
A form of online streaming media that is simultaneously recorded and broadcast in real-time ( Pires & Simon, 2015 ).
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