HIGHLIGHTS
SUMMARY
Different to general SLSSs, in which diverse videos such as singing, storytelling, and dancing are generated in real-time by streamers, SLSPs (e_g, PPTV Sports, which broadcasts the English Premiere league, and Tencent sport, which broadcasts NBA) rely on existing sporting events content (Lu et_al, 2018; Qian et_al, 2020; Kim and Kim, 2020). SDL further emphasises the decisive role of customer in value co-creation and points out that the service value is co-created and determined by the beneficiary through integrating the value proposition of the service providers with their own resources (competencies . . .
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