Happiness backfires: emotion and sales in live streaming
People’s shopping habits are changing because of live streaming as a new business context. Based on this context, this study explores the effect of influencer happiness intensity on audience purchasing using the hard archival data from TikTok, the world’s top live-streaming app in terms of downloads...
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| Published in | Electronic commerce research Vol. 25; no. 4; pp. 2641 - 2672 |
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| Main Authors | , |
| Format | Journal Article |
| Language | English |
| Published |
New York
Springer US
01.08.2025
Springer Nature B.V |
| Subjects | |
| Online Access | Get full text |
| ISSN | 1389-5753 1572-9362 |
| DOI | 10.1007/s10660-023-09760-y |
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| Abstract | People’s shopping habits are changing because of live streaming as a new business context. Based on this context, this study explores the effect of influencer happiness intensity on audience purchasing using the hard archival data from TikTok, the world’s top live-streaming app in terms of downloads. The influencers’ facial happiness intensity, attractiveness score, and visual attributions of the live streaming room were extracted from the videos using a machine learning method, and the estimation model was built. The findings indicate an inverted U-shape relationship between influencer happiness intensity and audience purchase, with accessories having the highest sales volume and an influence happiness intensity of 0.43. The additional propensity score matching test provides causal evidence for the negative impact of influencers’ happiness intensity on sales volume after exceeding the peak intensity, which is the subject of this paper. Furthermore, we investigate the probable underlying mechanism of the influencer-audience interaction. It demonstrates that the danmaku quantity and quality will have a partial mediation effect in the process of influencer happiness intensity influencing sales volume. These findings aid live-streaming influencers and platforms in optimizing their marketing strategies. |
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| AbstractList | People’s shopping habits are changing because of live streaming as a new business context. Based on this context, this study explores the effect of influencer happiness intensity on audience purchasing using the hard archival data from TikTok, the world’s top live-streaming app in terms of downloads. The influencers’ facial happiness intensity, attractiveness score, and visual attributions of the live streaming room were extracted from the videos using a machine learning method, and the estimation model was built. The findings indicate an inverted U-shape relationship between influencer happiness intensity and audience purchase, with accessories having the highest sales volume and an influence happiness intensity of 0.43. The additional propensity score matching test provides causal evidence for the negative impact of influencers’ happiness intensity on sales volume after exceeding the peak intensity, which is the subject of this paper. Furthermore, we investigate the probable underlying mechanism of the influencer-audience interaction. It demonstrates that the danmaku quantity and quality will have a partial mediation effect in the process of influencer happiness intensity influencing sales volume. These findings aid live-streaming influencers and platforms in optimizing their marketing strategies. |
| Author | Huang, Ziyao Du, Peiyuan |
| Author_xml | – sequence: 1 givenname: Peiyuan surname: Du fullname: Du, Peiyuan organization: Business School, Sichuan University – sequence: 2 givenname: Ziyao orcidid: 0000-0003-3232-2242 surname: Huang fullname: Huang, Ziyao email: 470450421@qq.com organization: Business School, Sichuan University |
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| Copyright | The Author(s), under exclusive licence to Springer Science+Business Media, LLC, part of Springer Nature 2023 Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law. The Author(s), under exclusive licence to Springer Science+Business Media, LLC, part of Springer Nature 2023. |
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| Keywords | Sales volume Influencer happiness intensity Live streaming commerce Unstructured data Machine learning |
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| Snippet | People’s shopping habits are changing because of live streaming as a new business context. Based on this context, this study explores the effect of influencer... |
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| SubjectTerms | Audiences Business and Management Computer Communication Networks Consumers Customer services Data Structures and Information Theory e-Commerce/e-business Emotions Happiness Influencer marketing IT in Business Machine learning Operations Research/Decision Theory Purchasing Sales Streaming media Tax evasion |
| Title | Happiness backfires: emotion and sales in live streaming |
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