The DOI matches its Crossref record; 8 of the 8 references it cites were found in a registry or an index.
Live streaming commerce from the sellers’ perspective: implications for online relationship marketing
Abstract
Live streaming has recently become a popular direct selling channel which offers small, self-employed sellers unseen levels of consumer interaction and engagement. While the extant research focused on consumer motivation and intention to shop via live streaming, little is known from the seller’s perspective. Indeed, the potential advantages of live streaming commerce are accessible to everyone, but sellers experience different levels of success with this medium. Using a mixed quantitative and qualitative approach, this study analyses Facebook data of live streaming sellers to assess the nature and extent of engagement metrics, and delineate the dynamic, interactive live streaming sales process. We identify four sales approaches and twelve strategies adopted in acquiring and retaining customers. This typology of sales approach representing seller-focused antecedents is mapped against the relationship process and outcomes to provide a framework for understanding relationship mechanisms in live streaming commerce.
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Cites
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Self-citationHow live streaming influences purchase intentions in social commerce: an IT affordance perspective.
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Li, M., Wang, Q., & Cao, Y. (2022) · International Journal of Environmental Research and Public Health · doi:10.3390/ijerph19074378 · Cited by 180
Lv, X., Zhang, R., Su, Y., & Yang, Y. (2022) · Journal of Travel & Tourism Marketing · doi:10.1080/10548408.2022.2052227 · Cited by 180
Characteristics and roles of streamers in e-commerce live streaming
Zhang, S., Huang, C., Li, X., & Ren, A. (2022) · The Service Industries Journal · doi:10.1080/02642069.2022.2068530 · Cited by 130
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Li, G., Jiang, Y., & Chang, L. (2022) · Frontiers in Psychology · doi:10.3389/fpsyg.2022.918196 · Cited by 59
How social and media cues induce live streaming impulse buying? SOR model perspective
Xia, Y. X., Chae, S. W., & Xiang, Y. C. (2024) · Frontiers in Psychology · doi:10.3389/fpsyg.2024.1379992 · Cited by 55
Shiu, J. Y., Liao, S. T., & Tzeng, S.-Y. (2023) · Humanities and Social Sciences Communications · doi:10.1057/s41599-023-01731-w · Cited by 48
Effective strategies in short video advertising: leveraging influencer endorsements and discounts
Yuan, L., Shi, Y., Xia, H., & Ye, Q. (2025) · Industrial Management & Data Systems · doi:10.1108/imds-06-2024-0551 · Cited by 8
Examining Humanized Bot Interaction for the Retail Revenue Growth
Kumar, N., Garg, P., Gupta, N., & Upreti, K. (2026) · Journal of Revenue and Pricing Management · doi:10.1057/s41272-025-00549-2 · Cited by 3
Metadata
- Authors
- Wongkitrungrueng, A., Dehouche, N., & Assarut, N.
- Venue
- Journal of Marketing Management
- Publisher
- Informa UK Limited
- Published
- 2020-03-23
- Volume
- 36
- Issue
- 5-6
- Pages
- 488-518
- ISSN
- 0267-257X (ISSN-L)
- 1472-1376
- OpenAlex
- W3017313747
- Cited by
- 465
- References
- 8
- FWCI
- 65.77
- Type
- journal article
- Language
- en
- Open access
- closed
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