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
Tags
livestreaming
marketing formats
consumer engagement
Amazon Live
social capital
endorsement
PLS-SEM
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