KOREASCHOLAR

AN INVESTIGATION OF INFLUENCER-AUDIENCE AND AUDIENCE-AUDIENCE INTERACTION MECHANISM IN LIVESTREAM E-COMMERCE

Ruyu Yun, Jie Meng
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422500
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.488
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study examines the impact of influencer-audience and audience-audience interactions in Livestream e-commerce by extending halo of the influencer to the brand and snowballing the opinions that empower other watchers. It finds that halo effect generates from influencer physical attraction and bandwagon effect from audience live comments significantly influenced product preference and purchase intentions.

Keyword
LivestreamBandwagon EffectHalo Effect
Author
  • Ruyu Yun(Loughborough University, United Kingdom)
  • Jie Meng(Loughborough University, United Kingdom)