Gu et al. (2024)

Question 1

Study’s aim

Answer 1

Explore the effectiveness of different influencer marketing strategies in livestream commerce, using data from TikTok livestreams in China. Investigates whether firms should collaborate with a single big influencer, multiple small influencers, or a combination of both to maximise product sales

Question 2

Livestream commerce

Answer 2

Combines live video streaming and online shopping with social media influencers, creating an interactive shopping experience. Key aspects include: (1) Real-time interaction, (2) Community and urgency, and (3) Influencer role

Question 3

Real-time interaction

Answer 3

Viewers can ask questions, receive immediate product information, see demonstrations, and interact with the influencer

Question 4

Community and agency

Answer 4

Livestreams foster a sense of community, often with music, discounts, and calls to immediate purchase

Question 5

Influencer role

Answer 5

Influencers demonstrate and promote products, acting as a bridge between the firm and the consumer. They also share aspects of their personal lives, build relationships with followers, and integrate product endorsements into their personal narratives

Question 6

Big influencers

Answer 6

Effective at reaching a large audience. They establish a wide appeal through their personality and talent

Question 7

Small influencers

Answer 7

Can foster more intimate relationships with their followers, leading to higher conversion rates

Question 8

Dependent variable

Answer 8

Product unit sales during livestreams

Question 9

Control variables

Answer 9

Factors like the number of products promoted, category focus, discount depth, and short video promotions were included to ensure robust results