Livestreaming and Influencer Marketing

Topic Information

Dear Colleagues,

The rise of digital platforms has transformed marketing landscapes, with livestreaming and influencer marketing emerging as powerful tools for engaging audiences and driving consumer behavior. This topic aims to explore new insights, theories, and practices related to livestreaming and influencer marketing across various contexts, channels, and cultures. We invite scholars to submit high-quality research papers that examine the complex dynamics between livestreaming content, influencer personalities, audience engagement, and marketing outcomes. Submissions are encouraged from diverse methodological approaches, including quantitative, qualitative, experimental, and theoretical research. Potential topics include, but are not limited to the following:

• Emotional Dynamics in Livestreaming;
• Interactive Marketing Tactics;
• Cross-Platform Influencer Strategies;
• Impact of Influencer–Product Match on Effectiveness;
• Role of Livestreaming in Building Brand Loyalty;
• Cross-Cultural Influences on Livestreaming Content and Reception;
• Platform-Specific Features and Their Influence on Livestreaming Success;
• Influencer Transparency and Disclosure of Sponsorships;
• Data Privacy and Trust in Livestreaming Marketing;
• Influencer Burnout and Mental Health.

Dr. Xianghui (Richard) Peng
Dr. Chao Wen
Prof. Dr. Jiaming Fang
Topic Editors

Keywords

Participating Journals

Journal Name	Impact Factor	CiteScore	Launched Year	First Decision (median)	APC
Administrative Sciences admsci	3.1	5.6	2011	21.3 Days	CHF 1600	Submit
Businesses businesses	-	-	2021	24.4 Days	CHF 1000	Submit
Journal of Theoretical and Applied Electronic Commerce Research jtaer	4.6	11.7	2006	27.9 Days	CHF 1400	Submit
Societies societies	1.6	3.0	2011	29.9 Days	CHF 1600	Submit

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Published Papers (14 papers)

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20 pages, 502 KB  

Open AccessArticle

Real vs. Virtual: How the Uncanny Valley Weakens the Persuasive Power of Celebrity AI Avatar Presenters—An Experimental Study Based on Live Streaming E-Commerce

by Li Xiong, Dan Wei and Xiaoliang Long

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 141; https://doi.org/10.3390/jtaer21050141 - 30 Apr 2026

Viewed by 1114

Abstract

This study focuses on the transfer of the celebrity effect to live-stream e-commerce. It examines how the effectiveness of persuasion and the underlying mechanisms change when celebrities shift from live human appearances to AI avatars. Integrating Uncanny Valley Theory and Source Credibility Theory, [...] Read more.

This study focuses on the transfer of the celebrity effect to live-stream e-commerce. It examines how the effectiveness of persuasion and the underlying mechanisms change when celebrities shift from live human appearances to AI avatars. Integrating Uncanny Valley Theory and Source Credibility Theory, and conducting a PLS-SEM analysis on 391 valid questionnaires collected from October to November 2025, reveals that, compared to live streaming by real celebrities, virtual streamers using celebrity avatars trigger significantly higher levels of perceived eeriness among consumers. This perceived eeriness systematically weakens audience evaluations of the streamer’s credibility, attractiveness, and expertise, ultimately leading to a decline in purchase intention. The findings suggest that, when the celebrity effect relies on an AI avatar, the persuasive pathway is negatively moderated by technological mediation. Among the dimensions of source credibility, trustworthiness is most directly eroded, while expertise remains the core factor driving purchase decisions. From a human-versus-avatar perspective, this study reveals the key psychological mechanisms underlying the digital migration of the celebrity effect. The results have important theoretical implications for understanding the boundaries of source credibility in digital communication and offer practical insights into the development and optimisation of AI avatar endorsement strategies in live-stream e-commerce. Full article

(This article belongs to the Topic Livestreaming and Influencer Marketing)

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27 pages, 3207 KB  

Open AccessArticle

From Field to Screen: How Live-Streaming Backgrounds and Product Processing Levels Shape Purchase Intentions for Agricultural Products

by Shanji Yao, Feifan Li, Dewen Liu and Lianlian Song

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 138; https://doi.org/10.3390/jtaer21050138 - 29 Apr 2026

Viewed by 635

Abstract

This research investigates the interactive influence of live-streaming background design and food processing levels on consumer behavior. Our findings reveal that for minimally processed agricultural products, an origin-based background (e.g., broadcasting directly from a farm) significantly enhances purchase intention compared to a standard [...] Read more.

This research investigates the interactive influence of live-streaming background design and food processing levels on consumer behavior. Our findings reveal that for minimally processed agricultural products, an origin-based background (e.g., broadcasting directly from a farm) significantly enhances purchase intention compared to a standard studio background. We demonstrate that this effect is driven by a heightened perception of freshness. Conversely, for highly processed agricultural goods, the influence of background type is attenuated. Furthermore, we identify rural sentiment as a critical boundary condition, revealing that the positive effect of origin-based backgrounds is amplified among consumers with stronger emotional ties to rural life. These results offer nuanced insights into how digital broadcasting environments can be strategically aligned with product characteristics to optimize marketing outcomes. Full article

(This article belongs to the Topic Livestreaming and Influencer Marketing)

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40 pages, 1305 KB  

Open AccessArticle

From Attention to Action: Unraveling the Multi-Stage Impact of Virtual Streamer Features Employing a Three-Stage Approach

by Xiaoyu Xu, Huan Sun and Shuowei Jia

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 130; https://doi.org/10.3390/jtaer21050130 - 22 Apr 2026

Viewed by 794

Abstract

Despite the popularity of AI-powered virtual streamers in live streaming commerce as persistent and customizable digital intermediaries, the dynamic role of virtual streamer features across the decision journey remains unclear. Grounded in the integrated AIDA-HSM framework, this study aims to systematically investigate the [...] Read more.

Despite the popularity of AI-powered virtual streamers in live streaming commerce as persistent and customizable digital intermediaries, the dynamic role of virtual streamer features across the decision journey remains unclear. Grounded in the integrated AIDA-HSM framework, this study aims to systematically investigate the multi-stage mechanism through which virtual streamer features guide consumers from attention to action in virtual live streaming commerce (VLSC) marketing. We adopt a three-stage hybrid research approach, integrating a systematic literature review, structural equation modeling (SEM), and fuzzy-set qualitative comparative analysis (fsQCA). The SEM results reveal the differential impact of distinct virtual streamer features across various stages of the consumer journey. Furthermore, the fsQCA indicates that every sufficient configuration must draw upon factors from each of the AIDA stages. This study not only pioneers the validation and contextualization of the AIDA-HSM framework in VLSC marketing, but also offers actionable guidance for practitioners to optimize their virtual streamer strategies. Full article

(This article belongs to the Topic Livestreaming and Influencer Marketing)

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19 pages, 472 KB  

Open AccessArticle

Rethinking Commerciality: How Content Commerciality Contributes to YouTube Beauty Content Performance

by Jaeyoung Park, Sewon Eom, Eugene Choi, Jinho Park and Seongcheol Kim

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 118; https://doi.org/10.3390/jtaer21040118 - 14 Apr 2026

Viewed by 813

Abstract

Creative expression is no longer separate from monetization. It is increasingly structured by the business models that platforms provide. Content monetization has evolved rapidly: early models focused on advertising revenue, followed by brand partnerships, and most recently, the integration of commerce-oriented features at [...] Read more.

Creative expression is no longer separate from monetization. It is increasingly structured by the business models that platforms provide. Content monetization has evolved rapidly: early models focused on advertising revenue, followed by brand partnerships, and most recently, the integration of commerce-oriented features at the platform level. YouTube, for example, launched its YouTube Shopping service in South Korea in June 2024, enabling creators to sell products directly through their content. This development demonstrates that commerciality has become intrinsic to the creator economy. While prior research has emphasized factors such as authenticity, less focus has been placed on commerciality itself. This study addresses this gap by analyzing how varying levels of content commerciality affect performance, using real-world data from a Korean YouTube beauty creator agency (N = 286 short-form videos). The analysis tests the effects of three revenue models (organic, sponsored, and content-driven commerce) and two content types (context-focused and product-focused) through multiple regression. Results reveal a trade-off between engagement and revenue, as while content-driven commerce generates significantly higher engagement than sponsored content, it yields lower immediate revenue. Regarding content strategy, contrary to expectations, product-focused content consistently outperforms context-focused content in driving engagement, except within sponsored videos where a context-focused approach effectively mitigates the negative impact of overt commercial intent. These findings demonstrate the divergent efficacy of monetization models and content strategies in the short-form ecosystem. By empirically validating the relationship between commerciality and performance, this study advances theoretical discussions on the platform-driven creator economy and offers practical insights for creators, brands, and platforms navigating this evolving environment. Full article

(This article belongs to the Topic Livestreaming and Influencer Marketing)

22 pages, 1321 KB  

Open AccessArticle

Consumer and Cultural Values Affecting Live Streaming Impulse Buying Behavior: A Cross-Cultural Study Between China and the United States

by Pei Wang, Yiwen Li, Sindy Chapa and Zeyuan Jing

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 109; https://doi.org/10.3390/jtaer21040109 - 1 Apr 2026

Viewed by 2097

Abstract

The rise of digital platforms has transformed marketing landscapes, with live-streaming emerging as a powerful tool for engaging audiences and shaping consumer behavior. While live-streaming e-commerce is rapidly expanding in Chinese and North American markets, empirical research comparing live-streaming impulse buying (LSIB) across [...] Read more.

The rise of digital platforms has transformed marketing landscapes, with live-streaming emerging as a powerful tool for engaging audiences and shaping consumer behavior. While live-streaming e-commerce is rapidly expanding in Chinese and North American markets, empirical research comparing live-streaming impulse buying (LSIB) across cultural contexts remains limited. This study examined how atmospheric cues (ACs) are associated with LSIB in China and the United States through hedonic value (HV) and utilitarian value (UV), while also considering cultural value boundary conditions. Data were collected from 396 Chinese and 408 American consumers through online survey platforms. The measurement structure was first assessed using multi-group confirmatory factor analysis, and the main structural relationships were then tested using controlled multi-group latent structural equation modeling (SEM). Composite score path models were estimated as robustness checks, and moderation hypotheses were examined using interaction regressions on composite scores. In both countries, AC was positively associated with HV and UV, and HV was positively associated with LSIB. In the U.S. sample, UV was negatively associated with LSIB, whereas the corresponding association was not significant in China. Formal Wald tests did not indicate statistically significant cross-country differences in the focal structural paths. On the HV pathway, collectivism strengthened the relationship between AC and HV in China, and long-term orientation strengthened the relationship between AC and HV in the U.S. The findings suggested that the core stimulus–organism–response (S-O-R) mechanism replicated across two market contexts, while cultural orientations mainly condition the hedonic route. The study contributed to cross-context understanding of live-streaming consumption and provides evidence-based implications for digital marketing strategy. Full article

(This article belongs to the Topic Livestreaming and Influencer Marketing)

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40 pages, 779 KB  

Open AccessArticle

Streamer Characteristics and Brand Identification in Livestream Commerce: Evidence from Time-Honored Brands

by Tingting Zhu and Yu Zhang

J. Theor. Appl. Electron. Commer. Res. 2026, 21(3), 85; https://doi.org/10.3390/jtaer21030085 - 4 Mar 2026

Cited by 1 | Viewed by 1538

Abstract

The revitalization of time-honored brands has been identified as a strategic priority in China’s national development agenda, yet many long-established brands continue to face declining market share and limited engagement with younger consumers. E-commerce livestreaming, characterized by real-time interaction and broad digital reach, [...] Read more.

The revitalization of time-honored brands has been identified as a strategic priority in China’s national development agenda, yet many long-established brands continue to face declining market share and limited engagement with younger consumers. E-commerce livestreaming, characterized by real-time interaction and broad digital reach, has emerged as a potentially powerful channel for reversing this trend. However, the mechanisms through which livestreaming strengthens brand identification with time-honored brands among young consumers remain poorly understood. Drawing on the stimulus–organism–response (SOR) framework, social presence theory (SPT) and parasocial interaction theory (PSI), this study investigates how streamer characteristics—popularity, professionalism, and interactivity—shape brand identification with time-honored brands in livestreaming environments. Survey data were collected from 434 young consumers aged 18–40 who had viewed time-honored-brand livestreams within the previous six months. Structural equation modelling was used to test a model incorporating social presence, perceived authenticity of time-honored brands, and trust in time-honored brands as sequential mediators and consumer–streamer relationship strength as a moderator. The results show that streamer popularity and professionalism significantly enhance both social presence and perceived brand authenticity, whereas streamer interactivity primarily strengthens social presence. Social presence and perceived authenticity both increase trust in time-honored brands, which in turn predicts brand identification with time-honored brands. Streamer popularity and professionalism influence brand identification through two serial mediation pathways—via social presence and trust, and via authenticity and trust—while streamer interactivity operates mainly through the social presence–trust pathway. In addition, consumer–streamer relationship strength amplifies the effect of social presence on trust but attenuates the effect of authenticity on trust. By integrating SOR with SPT and PSI in a moderated serial mediation framework, this study provides new insight into how livestreaming transforms external cues into durable brand identification with time-honored brands among young consumers. The findings extend time-honored branding theory into digitally mediated commerce and offer evidence-based guidance for the strategic renewal of time-honored brands in the platform economy. Full article

(This article belongs to the Topic Livestreaming and Influencer Marketing)

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29 pages, 1378 KB  

Open AccessArticle

The Impact of Followers’ Social Identity on Fashion Purchase Intention: The Mediating Role of Source Credibility

by Ghaith Al-Abdallah, Nadine Khair and Paiman Jatto

J. Theor. Appl. Electron. Commer. Res. 2026, 21(3), 82; https://doi.org/10.3390/jtaer21030082 - 2 Mar 2026

Viewed by 2326

Abstract

This study examines how followers’ social identity dimensions—cognitive, evaluative, and affective—affect their purchase intention for fashion products promoted by Instagram influencers. It also explores the mediating role of source credibility factors, including trustworthiness, expertise, and attractiveness, in strengthening this relationship. Targeting millennial females, [...] Read more.

This study examines how followers’ social identity dimensions—cognitive, evaluative, and affective—affect their purchase intention for fashion products promoted by Instagram influencers. It also explores the mediating role of source credibility factors, including trustworthiness, expertise, and attractiveness, in strengthening this relationship. Targeting millennial females, a key fashion consumer group, the study applies social identity theory, source credibility theory, and influencer marketing literature to develop its conceptual framework. A quantitative, correlational approach was used, employing a self-administered questionnaire distributed via a convenience snowball sample of millennial females in Erbil, Kurdistan. Data from 421 respondents collected between were analyzed using SPSS AMOS version 24. Findings reveal that all social identity dimensions significantly influence purchase intention, and source credibility factors play a direct mediating role in this relationship. These insights offer practical implications for marketers and influencers, helping them understand the impact of followers’ social identity on purchasing behavior and refining influencer marketing strategies. This research expands influencer marketing literature by demonstrating the mediating effect of source credibility on the link between social identity and purchase intention. This research provides practical implications for enhancing millennial consumers’ purchase intentions by leveraging social identity mechanisms. The findings offer valuable insights for both social media influencers and brands seeking to employ influencer marketing strategies effectively in fashion promotion. Full article

(This article belongs to the Topic Livestreaming and Influencer Marketing)

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19 pages, 1279 KB  

Open AccessArticle

When Time Meets Scarcity: Differentiated Effects of Promotional Restrictions on Consumer Value in Live Commerce

by Shoufen Jiang and Lingbin Zhao

J. Theor. Appl. Electron. Commer. Res. 2026, 21(2), 69; https://doi.org/10.3390/jtaer21020069 - 20 Feb 2026

Viewed by 1858

Abstract

Drawing upon social presence and perceived value theories, this study examines how time-limited (TL) and quantity-limited (QL) promotions influence consumers’ purchase intention in live-streaming shopping. Through two controlled experiments (using countdown prompts for TL and inventory visualization for QL), the findings reveal distinct [...] Read more.

Drawing upon social presence and perceived value theories, this study examines how time-limited (TL) and quantity-limited (QL) promotions influence consumers’ purchase intention in live-streaming shopping. Through two controlled experiments (using countdown prompts for TL and inventory visualization for QL), the findings reveal distinct mechanisms: TL promotions elevate functional value by fostering a perception of collective synchronicity, whereas QL promotions boost social value identification through the perception of interactive control. Notably, this latter pathway is moderated by social cue sensitivity. Theoretically, this work unveils a “dual social presence–perceived value” framework that overcomes the limitations of single-mediation models and integrates evidence from eye-tracking and neurobehavioral analysis. Practically, it proposes a strategic promotion-matching criterion (recommending TL for high-circulation goods and QL for scarce items) to optimize live-streaming marketing effectiveness. Full article

(This article belongs to the Topic Livestreaming and Influencer Marketing)

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30 pages, 1178 KB  

Open AccessSystematic Review

From Avatars to Algorithms: Virtual Streamers and AI-Enabled Consumer Behavior in Live Streaming Commerce—A Systematic Review

by Lingyu Wang, Jasmine A. L. Yeap, Jiaqi Liu and Zongwei Li

J. Theor. Appl. Electron. Commer. Res. 2026, 21(2), 57; https://doi.org/10.3390/jtaer21020057 - 3 Feb 2026

Viewed by 3365

Abstract

This review examines existing research on virtual streamers in live streaming commerce and digital marketing, identifying key factors that shape consumer responses. Based on 41 peer-reviewed studies and following PRISMA 2020 guidelines, the analysis applies the CIMCO to synthesize findings through a systematic [...] Read more.

This review examines existing research on virtual streamers in live streaming commerce and digital marketing, identifying key factors that shape consumer responses. Based on 41 peer-reviewed studies and following PRISMA 2020 guidelines, the analysis applies the CIMCO to synthesize findings through a systematic review. Results highlight three primary mechanisms—trait-based trust, perceived social presence, and message framing—which collectively constitute an integrative model explaining how virtual streamers influence AI-enabled consumer behavior. These elements shape how consumers engage with virtual streamers across platforms and product types. However, current research is limited by geographic concentration, reliance on self-reports, and a lack of longitudinal or behavioral data, which constrains broader applicability. For retailers and platform operators, aligning avatar traits and communication styles with product categories and consumer expectations is crucial for effective digital service delivery. Transparency about whether a streamer is AI or human-operated is also important for maintaining user trust. This review proposes a triadic integration model and offers a foundation for future research on AI-driven marketing influence. Full article

(This article belongs to the Topic Livestreaming and Influencer Marketing)

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19 pages, 1365 KB  

Open AccessArticle

Strategies for Live-Streaming E-Commerce in an E-Platform Supply Chain: Key Opinion Leader Live-Streaming or Manufacturer Self-Broadcasting?

by Wenting Yang, Lu Liu, Wenjuan Yang and Song Xu

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 333; https://doi.org/10.3390/jtaer20040333 - 1 Dec 2025

Cited by 1 | Viewed by 1651

Abstract

Live-streaming e-commerce is a popular promotional method for attracting more customers in the era of the platform economy. This study investigates a better strategy for live-streaming sales for a manufacturer in an e-platform-based supply chain. Specifically, the manufacturer has two options—self-broadcasting or key [...] Read more.

Live-streaming e-commerce is a popular promotional method for attracting more customers in the era of the platform economy. This study investigates a better strategy for live-streaming sales for a manufacturer in an e-platform-based supply chain. Specifically, the manufacturer has two options—self-broadcasting or key opinion leader (KOL) live-streaming—to sell products on the e-platform, which acts as a reseller and agency seller in the dual-channel supply chain. We established three Stackelberg models for the supply chain and derived the equilibrium decisions and profits of supply-chain members under three scenarios: without live-streaming, KOL live-streaming, and manufacturer self-broadcasting. After a comparative analysis, we obtained the following key results: First, even if the influence level of the KOL is within a low range, the manufacturer should change the strategy from no live-streaming e-commerce to KOL live-streaming, with a decrease in the agency fee charged from the e-platform. However, with the continued decline in agency fee, the manufacturer should change the strategy from KOL live-streaming to self-broadcasting. Furthermore, we found a win–win zone such that both supply-chain members are better off under the KOL scenario when both the agency fee of the e-platform and the influence level of the KOL are in higher ranges. Our study not only provides a theoretical basis for the enterprise to choose the appropriate live-streaming mode but also helps it to further increase profits and reduce operational risks. In the future, we will further incorporate theoretical analyses into empirical study to discover more interesting results. Full article

(This article belongs to the Topic Livestreaming and Influencer Marketing)

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17 pages, 308 KB  

Open AccessArticle

A Study on the Influence Mechanism of Emotional Interaction and Consumer Digital Hoarding in Agricultural Live Social E-Commerce

by Zhikun Yue, Linling Zhong, Wang Zhang and Xungang Zheng

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 331; https://doi.org/10.3390/jtaer20040331 - 1 Dec 2025

Cited by 1 | Viewed by 1373

Abstract

Consumer digital hoarding is becoming increasingly common in agricultural live social e-commerce, where the abundance of product information, seasonal promotions, and origin-based narratives make consumers more inclined to accumulate digital content such as product links, coupons, and live-stream screenshots. This phenomenon not only [...] Read more.

Consumer digital hoarding is becoming increasingly common in agricultural live social e-commerce, where the abundance of product information, seasonal promotions, and origin-based narratives make consumers more inclined to accumulate digital content such as product links, coupons, and live-stream screenshots. This phenomenon not only affects consumers’ digital mental health, consumption behavior, and decision-making ability, but also poses challenges to agricultural merchants and platforms in terms of customer conversion, precision marketing, and supply chain management. Drawing on the SOR model and integrating construal level theory, this paper constructs a research framework to analyze the key factors influencing consumers’ willingness to digitally hoard in the context of agricultural live social e-commerce. Based on a questionnaire survey of 322 consumers, and using the Ordered Probit (O-Probit) model, the empirical results show that emotional interaction significantly influences digital hoarding intention through the chain mediating effects of emotional attachment and fear of missing out (FOMO). Furthermore, social distance and immersion serve as boundary conditions in this mechanism. Our findings not only deepen the understanding of consumer digital hoarding behavior in agricultural live e-commerce, but also provide new insights for agricultural merchants and platforms to better design interaction strategies, balance consumers’ digital accumulation with actual purchasing conversion, and enhance the efficiency of agricultural product marketing. Full article

(This article belongs to the Topic Livestreaming and Influencer Marketing)

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23 pages, 3925 KB  

Open AccessArticle

From Visibility to Trust: The Impact of Agricultural Product Packaging Images in Livestreaming on Consumer Perception and Repurchase Intention

by Huanchen Tang, Jingwen Liang, Jinjin Liu, Miqi Shen and Xiaodong Liu

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 248; https://doi.org/10.3390/jtaer20030248 - 11 Sep 2025

Cited by 4 | Viewed by 3596

Abstract

This study investigates how the packaging image of agricultural products in livestreaming commerce influences consumers’ repurchase intentions and, on this basis, formulates effective packaging improvement strategies to enhance repurchase intention. Focusing on agricultural product packaging, we conducted an online survey of 392 consumers [...] Read more.

This study investigates how the packaging image of agricultural products in livestreaming commerce influences consumers’ repurchase intentions and, on this basis, formulates effective packaging improvement strategies to enhance repurchase intention. Focusing on agricultural product packaging, we conducted an online survey of 392 consumers with livestream shopping experience and employed a combined approach of structural equation modeling (SEM) and artificial neural networks (ANNs) to analyze the effects of packaging image on repurchase intention. Starting from elements of packaging design—such as external appearance, cultural cues, imagery, and materials—we examined color schemes, typography, and illustration styles and further explored how these factors shape repurchase intention by elevating consumers’ perceived value. The findings indicate that the information-conveying functions of packaging—namely the communication of product culture, quality, and distinctive attributes—have a significant impact on repurchase intention. SEM results reveal that perceived value plays a pivotal mediating role between packaging image and repurchase intention. Complementarily, ANN analysis identifies visual appearance as the strongest predictor of repurchase intention among all packaging elements. Building on these insights, the study proposes concrete packaging design strategies, including optimizing visual appearance to highlight brand distinctiveness; distilling design symbols to narrate brand stories; and mining cultural connotations to strengthen cultural expression. This research not only verifies the importance of packaging design in boosting consumers’ repurchase intentions but also offers a practical strategic framework that can be extended to packaging design practices for other agricultural products. It provides new theoretical support and practical guidance for the field, offering a valuable reference for future research and practice. Full article

(This article belongs to the Topic Livestreaming and Influencer Marketing)

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24 pages, 464 KB  

Open AccessArticle

What Signals Are You Sending? How Signal Consistency Influences Consumer Purchase Behavior in Live Streaming Commerce

by Hui-Min Wang, Yu-Peng Zhu and Kyung-Tag Lee

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 109; https://doi.org/10.3390/jtaer20020109 - 20 May 2025

Cited by 4 | Viewed by 4859

Abstract

Driven by digital technology, live streaming business is becoming increasingly common worldwide. Unlike traditional online shopping, live streaming commerce integrates real-time interaction, social communication, and e-commerce. It also eliminates the limitations of one-way information transmission and promotes purchasing behavior by conveying signals such [...] Read more.

Driven by digital technology, live streaming business is becoming increasingly common worldwide. Unlike traditional online shopping, live streaming commerce integrates real-time interaction, social communication, and e-commerce. It also eliminates the limitations of one-way information transmission and promotes purchasing behavior by conveying signals such as products, brands, and the personal charm of live streamers to consumers through real-time communication. The core issues explored in this study are whether the cues between the signal transmitters and receivers are consistent and how they affect consumers’ purchasing behavior. In this study, the consistency of the signal is measured by five dimensions, namely self–product fit, live streamer–product fit, live content–product fit, danmaku content–product fit, and self–live streamer fit. In order to study this problem, we constructed a structural equation modeling (SEM) model. In the causal relationship between signal consistency and purchase intention, performance responses have also been discussed as mediating variables. Accordingly, signal consistency enables consumers to perceive performance expectancy, whereby consumers believe that products that perform well positively influence satisfaction. To verify these hypotheses, 443 randomly collected valid questionnaires were used in empirical analyses. The results showed that most of our hypotheses were validated, aside from the relationship between self–live streamer fit and perceived performance expectancy. The findings suggest that signal consistency cues such as live streamer–product fit, live content–product fit, danmaku content–product fit, and self–product fit positively influence consumers’ perceived performance expectancy and satisfaction, which in turn promote purchase intention. These findings not only enrich the application of signaling theory in the field of live streaming commerce but also expand consumer behavior theory. Moreover, they also inspire practitioners in live streaming commerce by helping them to improve live streaming sales and bolster their market competitiveness through signal display optimization, content planning, and precision marketing. Full article

(This article belongs to the Topic Livestreaming and Influencer Marketing)

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22 pages, 852 KB  

Open AccessArticle

Virtual Influencers as Brand Endorsers: Developing and Validating a Multidimensional Evaluation Scale

by Yoon Y. Cho

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 90; https://doi.org/10.3390/jtaer20020090 - 1 May 2025

Cited by 4 | Viewed by 12487

Abstract

Virtual influencers are emerging as a powerful tool in strategic communication, yet their effectiveness as brand endorsers remains underexplored. This study aims to develop a consumer-centric scale to assess virtual influencers’ effectiveness in social media marketing campaigns. The research methodology follows a systematic [...] Read more.

Virtual influencers are emerging as a powerful tool in strategic communication, yet their effectiveness as brand endorsers remains underexplored. This study aims to develop a consumer-centric scale to assess virtual influencers’ effectiveness in social media marketing campaigns. The research methodology follows a systematic scale-development process. First, an integrated literature review was conducted to establish a conceptual model for evaluating virtual influencers. Second, an initial pool of evaluation items was developed and validated by experts. Third, an exploratory factor analysis (EFA) with 208 participants was conducted to assess the reliability and validity of the preliminary items. Finally, a confirmatory factor analysis (CFA) with 209 participants was performed to finalize the scale. The resulting measurement scale comprises four key dimensions: communication skills, narrative strategies, visual appearance, and human-like movement. By introducing a structured scale-development method grounded in anthropomorphism, this study enhances the assessment of virtual influencers’ effectiveness in digital marketing campaigns. Full article

(This article belongs to the Topic Livestreaming and Influencer Marketing)

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