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
Businesses businesses	-	-	2021	33.8 Days	CHF 1000	Submit
Journal of Theoretical and Applied Electronic Commerce Research jtaer	4.6	11.7	2006	33.1 Days	CHF 1400	Submit
Societies societies	1.6	3.0	2011	34.4 Days	CHF 1400	Submit
Administrative Sciences admsci	3.1	5.6	2011	27.7 Days	CHF 1600	Submit

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Published Papers (5 papers)

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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

Viewed by 439

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

Viewed by 376

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

Viewed by 2195

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

Viewed by 3231

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 1 | Viewed by 9700

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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