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Topic Editors

Dr. Xianghui (Richard) Peng
Black School of Business, Penn State Behrend, Erie, PA 16563, USA
Dr. Chao Wen
The James F. Dicke College of Business Administration, Ohio Northern University, Ada, OH 45810, USA
School of Management and Economics, University of Electronic Science and Technology of China, Chengdu 611731, China
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Livestreaming and Influencer Marketing

Abstract submission deadline
1 September 2026
Manuscript submission deadline
31 December 2026
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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

  • livestreaming
  • influencer marketing
  • anthropomorphism
  • consumer behavior
  • trust and ethics

Participating Journals

Journal Name Impact Factor CiteScore Launched Year First Decision (median) APC
Businesses
businesses 		- - 2021 24.7 Days CHF 1000 Submit
Journal of Theoretical and Applied Electronic Commerce Research
jtaer 		5.1 9.5 2006 34 Days CHF 1000 Submit
Societies
societies 		1.7 3.1 2011 32.1 Days CHF 1400 Submit
Administrative Sciences
admsci 		3.0 4.8 2011 29.1 Days CHF 1400 Submit

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Published Papers (2 papers)

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24 pages, 464 KiB  
Article
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
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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 KiB  
Article
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
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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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