Does it matter how I stream? Comparative analysis of

Index

Abstract

This study examines the impact of different livestreaming marketing formats (interview, tutorial, behind-the-scenes) on consumer engagement on Amazon Live. Using social capital and signaling theories, and Partial Least Squares Structural Equation Modeling (PLS-SEM), the study finds that social capital acquisition and endorsement positively affect consumer engagement across all formats. However, while the interview format is less preferred, it proves more efficient in driving engagement than the tutorial and behind-the-scenes formats.

Publisher

Humanities and Social Sciences Communications

Published On

Jul 17, 2023

Authors

Isaac Owusu Asante, Yushi Jiang, Xiao Luo

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