The Impact of Broadcasters on Consumer's Intention to Follow Livestream Brand Community.

ABSTRACT: As the essence of livestream e-commerce is social commerce, building a livestream brand community and attracting brand followers are the key aspects to achieving sustained revenue. For many companies, inviting celebrities has become a shortcut to attract new followers. Considering the unsustainability and high cost of the celebrity host mode, some companies switched to using their own branded broadcasters to attract followers. However, as branded broadcasters lack a fan base, choosing the suitable broadcaster type has become a challenge in livestream e-commerce. The motivation of consumers to follow brand livestream accounts is mainly to obtain potential value by embedding them in social networks. Therefore, based on motive theory, this research explores how different broadcaster types aff

SUBMITTER: Wang W 

PROVIDER: S-EPMC8850974 | biostudies-literature | 2021

REPOSITORIES: biostudies-literature