ABSTRACT
Live video streaming is a relatively new type of consumer experience and has not yet been fully explored by academic researchers. Addressing this gap, this chapter aims to explore some of the characteristics and user experiences of live video streaming and to provide insights regarding netnography of live video streaming contexts and content. The study develops the use of netnography to achieve greater consistency in data collection, analysis, and other processes. Netnography’s combination of qualitative methods helps achieve a comprehensive and accurate examination of live streaming phenomena. Netnography advocates the comprehensive application of a variety of approaches, such as interviews, engagement, naturalism, immersive research, and detailed descriptions in immersion journals. Under specific circumstances, appropriate adjustments to netnography may be made in order to focus on the contextual aspects of the live streaming environment.
