INTERAKCJA W CZASIE RZECZYWISTYM: LIVESTREAMING JAKO NARZĘDZIE BUDOWANIA ZAANGAŻOWANIA ODBIORCÓW
REAL-TIME INTERACTION: LIVESTREAMING AS A TOOL FOR BUILDING AUDIENCE ENGAGEMENT

Summary/Abstract: The subject of the article is related to economic sociology and concerns the phenomenonof livestreaming in the context of online communication on the example of the involvement ofTwitch.tv viewers. The theoretical part discusses the functioning of streaming services in the onlinespace and the impact of livestreaming on the modern world. The phenomenon of livestreaming wasdefined on the example of the Twitch.tv platform and elements of strategic communication werepresented in the context of streamers’ practices. Motivations that encourage viewers to engage inwatching live broadcasts were also identified.The empirical part presents an analysis of the obtained research results, including the characteristicsof the respondents, preferences of Twitch.tv users and verification of the research hypotheses. Theconclusions summarize the research results, emphasizing the growing impact of livestreaming andonline communities on modern life and communication.

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