CSR Investment Strategy for Live-Streaming Supply Chain Considering Consumer Preference DOI Creative Commons
Guohu Qi, Suqin Sun, Xuemei Zhang

et al.

Systems, Journal Year: 2024, Volume and Issue: 13(1), P. 19 - 19

Published: Dec. 31, 2024

Live streaming has been widely used by enterprises to motivate consumers in real-time interactions. However, live streamers’ corporate social responsibility (CSR) overlooked existing studies. This paper examines the CSR investment strategy for brand owner and streamer considering effect of consumer preference power structure within live-streaming supply chains (LSSCs). To achieve this objective, we develop different Stackelberg game models examine an LSSC focusing on whether either firm can be leader or invest CSR. Additionally, impact both firms investing are analyzed. Our findings reveal that regardless who investor is, benefits firms, (brand streamer) always more from follower consumers. Moreover, one prefers other when sensitivity is low; otherwise, it itself. Finally, our research highlights win-win outcomes members These provide implications strategies preferences.

Language: Английский

Influence mechanism of live streaming influencer characteristics on purchase intention under urban-rural and male-female divides: the mediating role of consumer emotions DOI
Rong Zhou

Current Psychology, Journal Year: 2025, Volume and Issue: unknown

Published: Feb. 18, 2025

Language: Английский

Citations

0
Influencer Marketing and Destination Visit Intention: The Interplay Between Influencer Type, Information Format, and Picture Color Hue DOI
Zeyuan Luo,

Lilei Wang,

Hongbo Liu

et al.

Journal of Travel Research, Journal Year: 2025, Volume and Issue: unknown

Published: March 13, 2025

Destination marketing organizations often invite influencers to promote destinations, yet research on improving influencer endorsement efficacy through matching the type and information content remains limited. This study explores how match between format influences destination visit intention, with perceived expertise intimacy as mediators color hue a moderator. Four scenario-based experiments revealed that consumers were more willing promoted by informer using list-based due greater expertise; contrast, preferred entertainer narrative-based higher intimacy. Additionally, moderated these effects: warm hues amplified positive responses narratives influencers, whereas cool enhanced lists influencers. These findings contribute tourism literature provide valuable insights into tailoring strategies maximize their effectiveness.

Language: Английский

Citations

0
Are assertive messages more effective in live marketing? Matching effects of anchor type and message assertiveness on purchase intention DOI

Yanping Gong,

Rong Huang, Zhuo Chen

et al.

Journal of Retailing and Consumer Services, Journal Year: 2025, Volume and Issue: 85, P. 104286 - 104286

Published: March 17, 2025

Language: Английский

Citations

0
The interactive effect of affectionate nicknames and streamer type on streamer attitude in E-commerce live streaming: the mediating role of psychological closeness DOI Creative Commons
Yuan Liu, Min Liu

Frontiers in Psychology, Journal Year: 2024, Volume and Issue: 15

Published: Dec. 24, 2024

Background With the widespread application of Artificial Intelligence technology in field E-commerce, human–machine relationships have attracted considerable attention within psychology. Address forms, as crucial linguistic cues, shown notable progress advancing research on interpersonal relationships; however, a comprehensive understanding dynamics (or human–machine) among interactors remains elusive. Therefore, based Social Identity Theory, this paper explores interactive effects and underlying mechanisms affectionate nicknames streamer type attitude E-commerce live streaming, with consumers’ perceptions psychological closeness serving mediating mechanism. Methods Two between-subjects experimental designs, both involving 2 (Affectionate Nicknames: use vs. non-use) × (Streamer Type: human virtual streamer) factorial structure, were conducted to test hypotheses. Study 1, utilizing image materials, collected 368 samples Credamo examine influence attitude. 2, employing video gathered 370 same platform. While replicating validating findings it also revealed that effect consumer’s is mediated by closeness. Results This finds differs significantly across different types, leading potential variations consumer toward communication contexts. Specifically, when consumers encounter streamers, using elicits more positive compared not them; conversely, results negative them. Conclusion only compares communicative distinctions between from perspective but undertakes valuable empirical investigations into their interaction differences. Furthermore, contributes responses commercial avatars offers practical managerial guidance for businesses streaming practices.

Language: Английский

Citations

0
CSR Investment Strategy for Live-Streaming Supply Chain Considering Consumer Preference DOI Creative Commons
Guohu Qi, Suqin Sun, Xuemei Zhang

et al.

Systems, Journal Year: 2024, Volume and Issue: 13(1), P. 19 - 19

Published: Dec. 31, 2024

Live streaming has been widely used by enterprises to motivate consumers in real-time interactions. However, live streamers’ corporate social responsibility (CSR) overlooked existing studies. This paper examines the CSR investment strategy for brand owner and streamer considering effect of consumer preference power structure within live-streaming supply chains (LSSCs). To achieve this objective, we develop different Stackelberg game models examine an LSSC focusing on whether either firm can be leader or invest CSR. Additionally, impact both firms investing are analyzed. Our findings reveal that regardless who investor is, benefits firms, (brand streamer) always more from follower consumers. Moreover, one prefers other when sensitivity is low; otherwise, it itself. Finally, our research highlights win-win outcomes members These provide implications strategies preferences.

Language: Английский

Citations

0