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.

• Ruyu Yun(Loughborough University, United Kingdom)
• Jie Meng(Loughborough University, United Kingdom)