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Navigating livestream commerce: A dual-lens framework of influencers’ impact on product sales

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  • Zhang, Shaoling (Katee)
  • Tang, Tanya (Ya)
  • Krallman, Alexandra

Abstract

The rapid development of livestreaming has given rise to a new form of influencer marketing—livestream commerce. However, little is known about the influencers’ impact on product sales in livestream commerce. This study examines the factors influencing product sales in livestream commerce through a dual-lens framework, focusing on influencer characteristics (likeability and expertise) and relationship capabilities (acquisition, interaction, and retention). Using data from 17,114 livestream sessions by 1,642 beauty influencers, results reveal both influencer characteristics and relationship capabilities can significantly impact product sales. Moreover, their sales impact varies by influencer category, with influencer characteristics more pronounced for mega-influencers but relationship capabilities more salient for nano-, micro-, and macro-influencers. A post hoc analysis further finds more nuanced drivers of product sales across nano-, micro-, macro-, and mega-influencers. Firms and brands can leverage these insights to strategically select influencers in livestream commerce.

Suggested Citation

  • Zhang, Shaoling (Katee) & Tang, Tanya (Ya) & Krallman, Alexandra, 2024. "Navigating livestream commerce: A dual-lens framework of influencers’ impact on product sales," Journal of Business Research, Elsevier, vol. 185(C).
    • Handle: RePEc:eee:jbrese:v:185:y:2024:i:c:s0148296324004235
    DOI: 10.1016/j.jbusres.2024.114919
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