Livestreaming is rapidly transforming e-commerce, but which strategy works best—brand-led sessions or influencer promotions? This study of 163 apparel brands reveals that in-house livestreaming delivers more consistent sales boosts than most influencer collaborations, offering key insights for marketers navigating the live commerce boom.
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This research explores the downstream and upstream effects of consumer-to-consumer (C2C) gift subscriptions compared to personal subscriptions in the context of live streaming. It reveals that C2C subscriptions significantly enhance customer lifetime value by encouraging more tips and comments and highlights the importance of creator performance quality in driving subscription behaviors.
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This study explores how mega- and micro-influencers manage authenticity in their sponsored content based on social network theory, which argues that individuals, groups and organizations are embedded within webs of social relations and interactions that impact their beliefs and actions. It compares their strategies and engagement rates, providing insights into the effectiveness of different influencer types.
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This study investigates the relationship between consuming live-streamed content and engaging with a specific video game. It finds that live-streamed content significantly increases gameplay, with the effect varying by user loyalty to different types of streamer channels. The findings are crucial for firms allocating sponsorship resources.
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ARF’s annual AUDIENCExSCIENCE conference returned March 25-26 to explore the most critical audience measurement issues. Through keynotes, panels, debates and rigorously peer-reviewed research presentations, attendees learned about a wide array of new and evergreen industry topics. World-class thinkers shared their perspectives on the future of advertising research and measurement and revealed how tomorrow’s technologies and data trends will impact advertising and media. Please continue to check this page. More content will be added shortly.
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