Viewers’ Economic Compensation for Cyberbullying on Streamers in Social Live Streaming Services

Existing literature has demonstrated that cyberbullying can result in severe negative consequences, such as mental distress and damaged reputations for victims. However, it has also been observed that some individuals exploit cyberbullying to attract public attention and benefit from it. These dilemmas and trade-offs highlight the importance of exploring the unforeseen consequences of cyberbullying on victims. To address this gap, this study investigates how viewers, acting as bystanders, respond to the cyberbullying on streamers, specifically through their gifting behavior in Social Live Streaming Services (SLSS). Analysis of real-world data reveals that cyberbullying can prompt viewers to economically compensate streamers through virtual gifts. However, this compensation effect diminishes as the intensity of cyberbullying increases. Furthermore, it is moderated by factors such as the type of content, the duration, and the time of streaming. This study offers significant theoretical and practical contributions.