What should streamers communicate in livestream E-Commerce? The effects of social Interactions on live streaming performance

• Main Authors: SONG, Danyang, CHEN, Xi, GUO, Zhiling, LIU, Xiao Liu, JIN, Ruijin.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2022
• Subjects: E-commerce livestreaming; influencer marketing; social conversation; socialsolicitation; product information; consumer engagement; Databases and Information Systems; E-Commerce
• Online Access: https://ink.library.smu.edu.sg/sis_research/7661; https://ink.library.smu.edu.sg/context/sis_research/article/8664/viewcontent/What_Should_Streamers_Communicate_in_Livestream_E_Commerce__The_E.pdf
• Institution: Singapore Management University

Compared with traditional e-commerce, livestreaming e-commerce is characterized by direct and intimate communication between streamers and consumers that stimulates instant social interactions. This study focuses on streamers’ three types of information exchange (i.e., product information, social co...