Kyeong Kang

By Kyeong Kang and Fatuma Namisango

Nonprofit organisations use social networking platforms to interact, engage, and build productive relationships with target audiences for co-created outcomes. This chapter pursues two interrelated objectives: First, it identifies key stages in the growth of organisation-community relationships on co-creative social networking platforms. Second, it discusses the multi-levelled factors influencing these relationships at the respective stages. To achieve these objectives, we make a general review of scholarship on nonprofit use of social media, social networking platforms for co-creation, and organisation-public relationships on social media. We used the ecological systems perspective to identify the internal and external environmental influences on organisational relationships in social networking platforms. This chapter presents three abstract stages of organisation-community relationships: emergence, growth, and collapse, based on existing empirical observations and theoretical perspectives. We reveal four levels of ecological-based factors that influence different stages of organisation-community relationships on co-creative social networking platforms. We indicate the potentially strong and weaker influences on organisational relationships.

Part of the book: Digital Service Platforms

By Kyeong Kang, Lifu Li and Fatuma Namisango

This chapter delves into the motivations and activities of users within various social contexts on live digital platforms. It introduces an innovative research model that employs the well-established Achievement Motivation Theory to investigate how three fundamental needs relate to the motivation of live streamers during their live-streaming activities. The study aims to illuminate the underlying drivers that influence live streamers’ engagement and behavior within the dynamic landscape of live digital content. Live-streaming digital platforms have become prominent channels for user engagement and content creation, enabling individuals to broadcast live videos and connect with audiences in real time. However, user motivations and behaviors on these platforms can significantly differ based on their social settings. This research explores the impact of diverse social backgrounds on user motivations and activities on live-streaming digital platforms, shedding light on the intricacies that shape user behavior across various contexts. Influence of Social Settings: Social settings encompass cultural norms, societal values, economic conditions, and technological infrastructure. These factors shape users’ attitudes, preferences, and aspirations on live-streaming platforms, ultimately influencing their motivations and activities. Drawing on the Achievement Motivation Theory by McClelland, this chapter examines motivating factors for live-streaming activities, focusing on the need for achievement, power, and affiliation. The study employs variance-based structural equation modeling (SEM), specifically partial least squares (PLS), to analyze these elements. The findings highlight the positive impact of these factors on live streamers’ motivation to create live-streaming content, offering theoretical insights and practical implications for scholars and practitioners engaged in live-streaming activities. This research aids in understanding the live-streamer community within the rapidly evolving landscape of live digital platforms.

Part of the book: E-Service Digital Innovation