Live streaming creators rely on paying viewers, but not all subscriptions are used in the same way. When viewers subscribe for themselves, the community tends to engage more through commenting, reflecting greater commitment. In contrast, gift subscriptions from other viewers lead to increased tipping within the community. Additionally, viewers tend to gift more than subscribe in response longer, happier, faster speaking and louder content.
The findings suggest that live streaming can be a considerably lucrative avenue for content creators. It also examines the effectiveness of different performance quality strategies and their influence on customer-to-customer subscriptions (C2CSubs) and tips, providing valuable insights for marketers and digital strategists.
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The household is a crucial unit of consumption that involves joint decision-making. While many studies have focused on individual-level advertising impacts, the interactions among household members have been largely overlooked. This study investigates a dyad-exposure advertising method that targets both spouses as decision-makers in purchasing household products. The findings reveal that dyad exposure significantly increases conversion rates by stimulating intra-couple interaction.
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In the digital age, marketers are increasingly utilizing online sales promotions. However, this study hypothesized that offline (versus online) media more effectively induce consumer behavioral responses to sales promotion. Field and lab experiments supported this hypothesis, showing that sending print (versus online) coupons increased redemption behavior. This effect was mediated by cognitive engagement with the content and was more pronounced among consumers with low (versus high) brand attachment. These results were consistently replicated across different product categories.
This study provides behavior-based evidence supporting the effectiveness of offline media and highlights brand attachment as a new moderator of the effect. The findings caution against marketers’ overdependence on online sales promotion and suggest that offline promotional media can enhance consumers’ cognitive engagement with the content, leading to better behavioral outcomes.
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At this Insights Studio, researchers from top institutions presented pioneering work addressing the evolving landscape of advertising. Topics of discussion included: an exploration of virtual influencers and the effectiveness of virtual influencers in real-world versus virtual-world settings, a comprehensive synthesis of over 250 studies examining the complex relationship between advertising and a company’s stock price, and a deep dive into the emerging world of the metaverse with a study on how the presence of employee avatars in virtual stores influences consumer behavior.
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