The Effect of Product Selection in Live Streaming on Firm Performance: The Roles of Interaction, Scenario, and Brand-Consumer Congruence

Purpose Live streaming e-commerce is an emerging e-commerce model within the realm of the mobile Internet, based on video-centric social media interaction. However, there is currently a lack of in-depth research on live streaming from a business perspective and the impact of product selection in live streaming on firm performance. To fill these gaps, the current study investigated how brand – consumer congruence moderates the influence of product selection in live streaming on firm performance and how this effect varies across retailers.