Scientometric Landscape of Live Streaming for Social Impact: Current Research and Trends

The process of digitalization drives creativity and innovation to expand market share. Nevertheless, the literature has yet to fully investigate the market's adoption of live streaming. The article explores the trend of live streaming over a ten-year period by analyzing 500 publications from the Web of Science. Key findings reveal that live streaming has evolved from entertainment to a powerful tool in e-commerce, education, and community engagement. Two primary research clusters were identified: technical, social aspects and impacts on commerce and consumer behavior. The study underscores the importance of live streaming in enhancing consumer trust and engagement, crucial for driving purchase intentions. Challenges such as technical issues and audience engagement are noted, along with the accelerated adoption due to post pandemic. Emerging trends include integration with virtual reality and ethical considerations. The study calls for further research on cross-cultural analysis, product differentiation, and negative aspects, providing valuable insights for leveraging live streaming for social welfare and community empowerment.