PhD Dissertation Proposal by SONG Danyang | Empirical investigation of live commerce: Streamer tactics, consumer engagement, and channel strategy

Despite the explosive growth of livestream e-commerce, there is still very limited empirical research to understand what drives the performance and success of live commerce. My dissertation proposal includes two studies. The first study focuses on the factors that influence livestreaming performance within a livestream session. Specifically, we aim to examine the effects of streamers’ social tactics (i.e., relational capital accumulation and consumption) and real-time consumer engagement (i.e., volume and emotion of real-time comments) on livestreaming performance. The second study goes beyond a livestream session to investigate how livestreaming affects sellers’ overall sales performance. The major objective of this study is to deepen our understanding of the roles played by influencer livestreaming and seller-hosted livestreaming in affecting e-commerce store sales.

SONG Danyang is a Ph.D. candidate in Information Systems, supervised by Prof. GUO Zhiling. Her general research interests are in social media and e-commerce. Her recent research focuses on livestreaming e-commerce.