Live streaming sales: Streamer type choice and limited sales strategy for a manufacturer

In practice, many manufacturers not only utilize traditional e-commerce sales channels, but also open live streaming sales channels to sell products. For the live streaming sales, manufacturers can choose to cooperate with celebrity streamers or ordinary streamers and sell products in unlimited quantities or limited quantities. In view of this, this paper studies the streamer type choice and limited sales strategy for a manufacturer. The results show that when the signing fee of the celebrity streamer is low (high) and the proportion of potential consumers targeting the celebrity streamer (ordinary streamer) is low or high, it is beneficial for the manufacturer to choose the celebrity streamer (ordinary streamer) and unlimited sales. When the signing fee is low (high) and the proportion of potential consumers targeting the celebrity streamer (ordinary streamer) is moderate, it is beneficial for the manufacturer to choose the celebrity streamer (ordinary streamer) and limited sales.