How figurative language affects officer live streaming effectiveness: A benign violation perspective

Officer live streaming is a novel e-marketing format in the tourism industry. Using a sequential mixed-methods approach, this research explores how officers transform identity violation (i.e., as officers vs. as live streamers) into a benign violation to spark consumers' continuous watching intentions and purchase intentions. Through in-depth interviews, Study 1 indicated that language provides clues about underlying mechanisms to rationalize this phenomenon. Three scenario-based experiments (i.e., Studies 2, 3a, and 3b) were subsequently conducted based on benign violation theory. Results show that using figurative language can lead to greater benign appraisal and further spur consumers' continuous watching intentions and purchase intentions in officers’ live streams. These effects are amplified when officers speak in the local dialect. This research enriches the understanding of officer live streaming from an organizational standpoint and is expected to help government officers choose suitable live-streaming strategies.