Abstract
Today, live streaming selling has grown and pioneered sales opportunities for luxury brands. Through a lens of influencer marketing and source credibility theory, this study investigates the role of streamer identity (i.e. internet celebrities and e-shop sellers) and streamer level (macro vs. micro) on luxury brands’ live streaming sales. Using fixed-effect models, the data from 7,164 live streaming campaigns between 1 August 2020 and 31 December 2020 are analyzed covering 17 international luxury brands on Taobao Live. The results suggest the use of a greater number of internet celebrities and e-shop sellers yields greater live streaming sales. Internet celebrities’ live streaming sales are positively associated with e-shop sellers’ live streaming sales. We further find that the streamer level moderates the effects of internet celebrity count and e-shop seller count on live streaming sales. These findings offer novel managerial implications for luxury brands’ streamer selection strategies.
| Original language | English |
|---|---|
| Pages (from-to) | 1178-1200 |
| Number of pages | 23 |
| Journal | International Journal of Advertising |
| Volume | 42 |
| Issue number | 7 |
| DOIs | |
| State | Published - 2023 |
| Externally published | Yes |
Keywords
- Influencer marketing
- internet celebrity
- live streaming
- luxury brands
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