CEO vs. celebrity: the effect of streamer types on consumer engagement in brands' self-built live-streaming

IF 9.6 2区管理学 Q1 BUSINESS

Journal of Research in Interactive Marketing Pub Date : 2023-11-21 DOI:10.1108/jrim-02-2023-0045

Keshan (Sara) Wei, Wanyu Xi

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引用次数: 0

Abstract

PurposeWith the development of social media, live-streaming has become an indispensable marketing activity for firms, especially in China. From the initial cooperation with the influencer, firms begin to create their own live-streaming channel, namely, the brands' self-built live-streaming. The purpose of this study is to explore the process of consumer engagement in the brands' self-built live-streaming.Design/methodology/approachThis research comprises two experimental studies. Study 1 examined the effect of streamer types (CEO vs. celebrity) on consumer engagement. Study 2 investigated the moderating effects of product innovativeness.FindingsResults showed that CEO streamers could enhance consumer engagement by increasing consumers' cognitive trust, and celebrity streamers could enhance consumer engagement by increasing consumers' emotional trust. In addition, consumer engagement was higher for really new products (vs. incremental new products) in CEO streamers' (vs. celebrity streamers') live-streaming.Originality/valueCompared with previous studies that focused on streamers based on the influencer marketing, this study expands the scope of research on the live-streaming ecosystem by exploring the effect of different streamer types on the brands' self-built live-streaming. By investigating consumer engagement, this study gives implications for the sustainable traffic issue in live-streaming e-commerce.

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CEO 与名人：流媒体类型对消费者参与品牌自建直播的影响

目的随着社交媒体的发展，直播已成为企业不可或缺的营销活动，尤其是在中国。从最初与有影响力的人合作，企业开始创建自己的直播渠道，即品牌自建直播。本研究旨在探讨消费者参与品牌自建直播的过程。研究 1 探讨了直播者类型（CEO 与名人）对消费者参与度的影响。研究结果表明，CEO 流媒体可以通过增加消费者的认知信任来提高消费者参与度，而名人流媒体可以通过增加消费者的情感信任来提高消费者参与度。此外，在 CEO 流媒体（与名人流媒体）的直播中，消费者对真正的新产品（与渐进式新产品相比）的参与度更高。通过调查消费者参与度，本研究为直播电商的可持续流量问题提供了启示。

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来源期刊

Journal of Research in Interactive Marketing BUSINESS-

CiteScore

17.80

自引率

17.10%

发文量

期刊介绍： The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management. ISSN: 2040-7122 eISSN: 2040-7122 With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.