The Effect of Celebrity Co‐Streamer Type on Consumer Behaviors in Live‐Streaming

ABSTRACT Inviting celebrities to participate in live marketing has become a popular brand strategy. However, the impact of real versus virtual celebrities on consumer responses is still not fully understood. This study uses the Meaning Transfer Model and Schema Consistency Theory, involving three experiments with 156, 168, and 313 participants, respectively. Findings reveal that consumers are likelier to watch and purchase when engaging with real celebrity co‐streamers than virtual ones. Study 1 indicates greater consumer engagement with real celebrities, while Study 2 highlights stronger emotional attachment. Study 3 introduces product type as a moderating factor, showing virtual celebrities work better with search products, leading to positive consumer responses. This research offers valuable insights into brands in selecting the right celebrity co‐streamers to optimize marketing effectiveness.