The intangible values of live streaming and their effect on audience engagement

Although live streaming via social media offers consumers real-time shopping experiences and potentially increases sales volume, the intangible values carried by live streaming from the streamer’s perspective are relatively unknown. Building upon the Trust Transfer Theory, this study examined the va...

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Bibliographic Details
Published in:Journal of marketing analytics Vol. 12; no. 4; pp. 990 - 1005
Main Authors: Leong, Kah Yi, Ho, Jessica Sze Yin, Tehseen, Shehnaz, Yafi, Eiad, Cham, Tat-Huei
Format: Journal Article
Language:English
Published: London Palgrave Macmillan UK 01.12.2024
Palgrave Macmillan
Subjects:
Advertising
Artificial intelligence
Audiences
Business and Management
Consumers
Customer satisfaction
Customers
Decision making
Digital media
Electronic commerce
Influencer marketing
Original Article
Real time
Sharing economy
Social networks
Social responsibility
Streaming media
Trustworthiness
Visual artists
Engagement
Instagram
Social media influencers
Perceived (intangible) values
Trust
Live streaming
ISSN:2050-3318, 2050-3326
Online Access:Get full text
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Summary:Although live streaming via social media offers consumers real-time shopping experiences and potentially increases sales volume, the intangible values carried by live streaming from the streamer’s perspective are relatively unknown. Building upon the Trust Transfer Theory, this study examined the values behind Instagram live streaming that could potentially build young consumers’ trust in and engagement with social commerce sellers. Known for its visually appealing content, simplicity, speed, and mobility, Instagram is unlike other social media platform. More importantly, its targeting ability makes it an influencer dominant social media platform. Analysis using dual-stage PLS-SEM and ANN from 209 respondents revealed that utilitarian and symbolic values significantly influence trust, which subsequently builds customer engagement. Hedonic values and economic values, on the other hand, were found to play no significant role in building trust and customer engagement.
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ISSN:2050-3318
2050-3326
DOI:10.1057/s41270-023-00247-1