@inproceedings{0f489fc42302426389e211d943df981b,
title = "What Is a Better Marketing Strategy for Live Streaming Broadcasters? A Topic Model of Social Interactions",
abstract = "Live streaming has spawned a new business model called live-streaming commerce (LSC). Interactive LSC features affect viewer purchasing behavior. This study empirically examines two types of social interactions in danmaku: transaction-oriented and relationship-oriented. Viewers in the first category focus on products and transactions and tend to talk non-emotionally. While relationship-oriented viewers might treat broadcasters as friends, using emotional language in their interactions. Our econometric model shows a curvilinear association of relationship-oriented social interaction and viewer purchase behaviors in LSC, but social interactions have varying effects on viewer purchase behaviors.We discuss implications of heterogeneous social-interaction strategies across different broadcasters.",
keywords = "danmaku, live-streaming commerce, relationship marketing, social interaction, text analysis",
author = "Honglong Wang and Guoxin Li and Xiaodong Xie and Shaohui Wu",
note = "Publisher Copyright: {\textcopyright} 2023 29th Annual Americas Conference on Information Systems, AMCIS 2023. All rights reserved.; 29th Annual Americas Conference on Information Systems: Diving into Uncharted Waters, AMCIS 2023 ; Conference date: 10-08-2023 Through 12-08-2023",
year = "2023",
language = "英语",
series = "29th Annual Americas Conference on Information Systems, AMCIS 2023",
publisher = "Association for Information Systems",
booktitle = "29th Annual Americas Conference on Information Systems, AMCIS 2023",
address = "美国",
}