Member Only Access
Summary
What makes consumers more likely to buy during a livestream shopping event? This Journal of Advertising Research study finds that benefit-focused messaging—where influencers emphasize how a product improves consumers' lives—significantly increases sales. Analyzing real-world TikTok livestreams and validating the findings through controlled experiments, the researchers also show that customer engagement, facial attractiveness and expressive body movement amplify the effectiveness of these benefit appeals. The findings provide practical guidance for brands and creators looking to improve livestream performance.
