Propelling consumer engagement via entrepreneurs' live streaming?

ABSTRACT: Entrepreneurs' live streaming (ELS) is an important tool for marketing, and it can increase consumer engagement, especially during the COVID-19 pandemic. Previous live streaming literature mainly focused on third-party live streaming, targeted at professional streamers and online celebrities. This study aims to discuss the factors underlying consumer engagement in the ELS. Using a mixed method of a quasi-experiment and an online survey, we analyzed the impact of the ELS on consumer engagement and the factors that drive consumer engagement in the ELS in each of 231 samples. In the enterprises' live streaming, the ELS has a significantly higher influence on consumer engagement compared with the employees' live streaming. In the ELS, based on source credibility theory and signaling theory, th

SUBMITTER: Jiang Z 

PROVIDER: S-EPMC9382305 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature