An investigation of influencer-audience and audience-audience interaction mechanism in livestream e-commerce

Ruyu Yun; Jie Meng

An investigation of influencer-audience and audience-audience interaction mechanism in livestream e-commerce

Ruyu Yun^*
, Jie Meng

^*Corresponding author for this work

Loughborough University

Research output: Contribution to conference › Abstract › peer-review

Abstract

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.

Original language	English
Pages	488
Number of pages	1
Publication status	Published - 23 Jul 2023
Externally published	Yes
Event	2023 Global Marketing Conference - Lotte Hotel Seoul & Yonsei University, Seoul, Korea, Republic of Duration: 20 Jul 2023 → 23 Jul 2023 https://2023gmc.imweb.me

Conference

Conference	2023 Global Marketing Conference
Country/Territory	Korea, Republic of
City	Seoul
Period	20/07/23 → 23/07/23
Internet address	https://2023gmc.imweb.me

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https://db.koreascholar.com/Article/Detail/422500

Cite this

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title = "An investigation of influencer-audience and audience-audience interaction mechanism in livestream e-commerce",

abstract = "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.",

author = "Ruyu Yun and Jie Meng",

year = "2023",

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T1 - An investigation of influencer-audience and audience-audience interaction mechanism in livestream e-commerce

AU - Yun, Ruyu

AU - Meng, Jie

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Y1 - 2023/7/23

N2 - 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.

AB - 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.

M3 - Abstract

SP - 488

T2 - 2023 Global Marketing Conference

Y2 - 20 July 2023 through 23 July 2023

ER -

An investigation of influencer-audience and audience-audience interaction mechanism in livestream e-commerce

Abstract

Conference

Access to Document

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Cite this