What Is a Better Marketing Strategy for Live Streaming Broadcasters? A Topic Model of Social Interactions

Authors

Honglong Wang, School of Management, Harbin Institute of Technology, Harbin, 150001, China
Guoxin Li, School of Management, Harbin Institute of Technology, Harbin, 150001, China
Xiaodong Xie, School of Management, Harbin Institute of Technology, Harbin, 150001, China
Shaohui Wu, School of Management, Harbin Institute of Technology, Harbin, 150001, China

Abstract

Live streaming has spawned a new business model called live-streaming commerce (LSC). Interactive LSC features affect viewer purchasing behavior. This study empirically examines two types of social interactions in danmaku: transaction-oriented and relationship-oriented. Viewers in the first category focus on products and transactions and tend to talk non-emotionally. While relationship-oriented viewers might treat broadcasters as friends, using emotional language in their interactions. Our econometric model shows a curvilinear association of relationship-oriented social interaction and viewer purchase behaviors in LSC, but social interactions have varying effects on viewer purchase behaviors.We discuss implications of heterogeneous social-interaction strategies across different broadcasters.

Recommended Citation

Wang, Honglong; Li, Guoxin; Xie, Xiaodong; and Wu, Shaohui, "What Is a Better Marketing Strategy for Live Streaming Broadcasters? A Topic Model of Social Interactions" (2023). WHICEB 2023 Proceedings. 40.
https://aisel.aisnet.org/whiceb2023/40