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Livestreaming commerce for luxury brands: how to enhance luxury perceptions through strategizing streamers?

Author

Listed:
  • Wuxia Bao

    (ESC [Rennes] - ESC Rennes School of Business)

  • Emma Beuckels

    (UGENT - Universiteit Gent = Ghent University = Université de Gand)

  • Liselot Hudders

    (UGENT - Universiteit Gent = Ghent University = Université de Gand)

  • Shubin Yu

    (BI Norwegian Business School [Oslo])

Abstract

Luxury brands have begun embracing livestreaming commerce since the COVID-19 pandemic. However, the current knowledge regarding the impact of livestreaming commerce on luxury perceptions remains limited. This study explores how luxury perceptions can be enhanced in livestreaming commerce by investigating the role of streamer characteristics. More specifically, we examine the role of parasocial interaction, self-streamer congruity, and social presence. A survey was conducted among 432 Chinese respondents who had previously watched livestreams for luxury brands. The findings indicate that parasocial interaction and actual self-streamer congruity positively impact luxury perceptions by fostering enhanced feelings of social presence, while ideal self-streamer congruity is not an influential factor. The conclusion of this paper discussed implications for marketers and researchers.

Suggested Citation

  • Wuxia Bao & Emma Beuckels & Liselot Hudders & Shubin Yu, 2024. "Livestreaming commerce for luxury brands: how to enhance luxury perceptions through strategizing streamers?," Post-Print hal-04964918, HAL.
    • Handle: RePEc:hal:journl:hal-04964918
    DOI: 10.1080/02650487.2024.2365037
    as

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