Live streaming commerce from the sellers' perspective: implications for online relationship marketing

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'...

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Bibliographic Details
Published inJournal of marketing management Vol. 36; no. 5-6; pp. 488 - 518
Main Authors Wongkitrungrueng, Apiradee, Dehouche, Nassim, Assarut, Nuttapol
Format Journal Article
LanguageEnglish
Published Helensburg Routledge 23.03.2020
Taylor & Francis Ltd
Subjects
Customers
Live streaming
Marketing
Motivation
online retailing
relationship marketing
Sales
Self employment
Streaming media
transactional-relational sales orientation
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Summary: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.
ISSN:0267-257X
1472-1376
DOI:10.1080/0267257X.2020.1748895