Investigating social streaming app dependency: a mixed-methods analysis

Purpose There is a dearth of knowledge regarding how user dependency offers valuable resources to develop the intellectual capital of social streaming apps (SSAs) companies. This study aims to integrate major conceptual components of the UandD model, identify contextualized goal-oriented SSA dependency and empirically evaluate their interrelated user-dependency relationships in the SSA context. Design/methodology/approach A mixed-methods approach was utilized in this study. First, user gratifications were elicited through a qualitative approach, considering the exploratory stage of the SSA phenomenon. Second, statistical methods were applied to investigate and extract the sub-dimensions of SSA dependency. At last, a research model was developed grounded on the UandD model and empirically validated using the quantitative approach. Findings The results validated the gratification-dependency-attitude-behavior relationships hypothesized by the UandD framework in SSA. The role of user-SSA dependency in enhancing intellectual capital in the social media industry has been highlighted in this study. Research limitations/implications This research not only provides an opportunity for the UandD model to realize its theoretical potential as envisioned by scholars but also contributes to the scholarship on social streaming apps and media dependency theory by conceptualizing goal-oriented dependency in SSAs. Practical implications The research results will guide digital media practitioners to a more nuanced understanding of the relationships between their users and modern digital media apps and thus empower the practitioners to better manage their intellectual capital based on the facilitation of their users’ dependency. Originality/value This work is one of the pioneers in contextualizing the UandD model in the SSA field, refining and measuring the SSA dependency and its distinct subdimensions and employing mixed-methods to offer a comprehensive understanding of how user dependency boosts intellectual capital in the SSA industry.