讲座：Influencer Mix Strategies in Livestream Commerce: Impact on Product Sales 发布时间：2023-11-20
题 目：Influencer Mix Strategies in Livestream Commerce: Impact on Product Sales
嘉 宾：张晓曦 博士生 纽约州立大学石溪分校
主持人：张铄 副教授 上海交通大学安泰经济与管理学院
地 点：上海交通大学 徐汇校区 安泰经济与管理学院A511
Livestream commerce, a new trend in influencer marketing, combines influencers' live video streaming with e-commerce. However, there is limited knowledge on how firms should develop their influencer strategies to maximize product sales during livestreams. We empirically assess the sales effectiveness of various influencer strategies. Employing big and small influencers together may not be effective in terms of firms’ ROI and we also develop the mechanism behind it. Overall, we show that big influencers can reach a larger audience, while small influencers are more effective at increasing the audience's conversion rates. Despite the lower conversion rate, big influencers generate significantly more product sales due to their higher audience reach. However, employing both big and small influencers together has a negative interaction effect, possibly due to substitution effects and decreased trust in big influencers. We also observe that livestream sales generated by a big influencer are negatively affected by small influencers who previously promoted the same product, but not the other way around. Additionally, we identify important product and campaign characteristics that moderate the sales effectiveness of big and small influencers. Finally, our scenario analysis explores how the profitability of influencer strategies depends on the interplay between influencers and the relative costs associated with big and small influencers. This research provides valuable insights into the sales effectiveness of influencer mix marketing strategies in a rich observational setting.