User experiences in live video streaming: a netnography analysis

Purpose The purpose of this paper is to conduct an in-depth exploration of the special context and user experiences of live video streaming and to provide insights regarding an interpretation of the contextualization experiences model. Design/methodology/approach This study used netnography, online interviews and the physical travel of researchers to the field for field participation and observations. The combination of netnography and online interviews combined online and offline studies to achieve greater consistency in the data collection, analysis and other processes. Findings The findings of the study can be classified into a three-stage situational context approach, which is presented in the form of propositions. Finally, the insights of the contextualization experiences model are presented. Originality/value This study resulted in the development of a substantive theory that provides insight into interpreting the contextualization experiences model. The theory was developed based on raw data to enable it to explain the phenomena in the context of similar instances of live video streaming.