Research on the Marketing Effects of Live Streaming in Online Marketplace

Brand shop live streaming has become an important marketing channel in e-commerce. However, whether or not brand shop live streaming can achieve higher sales performance than internet celebrity live streaming remains an open question. Existing research examined the antecedents of consumers’ watching and participating behaviors in internet celebrity live streaming but largely ignored the brand shop live streaming. This paper utilized the sales data of beauty and skincare products during the “Double 11” shopping festival of Taobao in the year 2020 and examined the marketing effects of live streaming. We empirically tested the moderation effects of two characteristics in live streaming, duration of product introduction and the number of listed products. The empirical results reveal that brand shop live streaming is more effective than internet celebrity live streaming in terms of boosting sales performance. In addition, longer time in product introduction weakens the advantage of brand shop live streaming over internet celebrity live streaming. A larger number of listed products strengthens the sales advantage of brand shop live streaming compared to internet celebrity live streaming.