Publication: Live streaming commerce from the sellers’ perspective: implications for online relationship marketing
Issued Date
2020-01-01
Resource Type
ISSN
14721376
0267257X
0267257X
Other identifier(s)
2-s2.0-85083567787
Rights
Mahidol University
Rights Holder(s)
SCOPUS
Bibliographic Citation
Journal of Marketing Management. (2020)
Suggested Citation
Apiradee Wongkitrungrueng, Nassim Dehouche, Nuttapol Assarut Live streaming commerce from the sellers’ perspective: implications for online relationship marketing. Journal of Marketing Management. (2020). doi:10.1080/0267257X.2020.1748895 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/54501
Research Projects
Organizational Units
Authors
Journal Issue
Thesis
Title
Live streaming commerce from the sellers’ perspective: implications for online relationship marketing
Other Contributor(s)
Abstract
© 2020, © 2020 Westburn Publishers Ltd. 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.