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The power of livestreaming: Will it become an alternative strategy for startups?

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  • Hossain, Md Alamgir
  • Hossain, Md Shakhawat
  • Chowdhury, Md Sohel
  • Shuvro, Razuan Ahmed

Abstract

The main purpose of this study is to develop and empirically examine an integrated theoretical model to understand the relationship between Startups' livestreaming (SLS) efforts and firm performance, with a particular emphasis on the mediating role of customers' investment and the moderating role of SLS experience. This may be one of the pioneer studies in this field that demonstrates company performances with firm-level information. The research model was developed with the stimulus-organism-response (SOR) theory as its foundation, after collecting data from a useable sample of 289 respondents, comprising of business founders, managers, employees, and vloggers across several startup industries, the research hypotheses were tested using AMOS (version 24), a program for conducting structural equation modeling (SEM). The study results showed a direct association of SLS efforts with all of its endogenous variables, i.e., SLS adoption, consumer investment, and firm performance. Furthermore, consumer investment fully mediates the relationship between SLS adoption and firm performance. SLS experience noticeably moderates all of our study model's anticipated pathways. Based on the study's findings, some significant theoretical advancements and entrepreneurial ramifications have been identified. The report finishes by identifying its shortcomings and ideas for future research.

Suggested Citation

  • Hossain, Md Alamgir & Hossain, Md Shakhawat & Chowdhury, Md Sohel & Shuvro, Razuan Ahmed, 2024. "The power of livestreaming: Will it become an alternative strategy for startups?," Technology in Society, Elsevier, vol. 78(C).
    • Handle: RePEc:eee:teinso:v:78:y:2024:i:c:s0160791x2400188x
    DOI: 10.1016/j.techsoc.2024.102640
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    Cited by:

    1. Heny Hendrayati, 2024. "Enhancing Women Entrepreneurs' Competitiveness in the Livestreaming Age," GATR Journals jber251, Global Academy of Training and Research (GATR) Enterprise.

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