Will typical store atmospheric cues trigger more online engagement and sales performance? A preliminary investigation of streamers and users’ insights in live streaming marketing.

Abstract

Digitalisation has speeded up retailing transformation by expanding commerce channels, and live streaming marketing, as novel approaches that have attracted marvellous viewings and transactions nowadays. But will conventional store atmospheric cues drive the same or different user experience when streaming a live session? This research is the first attempt to reveal emerging atmospheric cues embedded in live streaming and examine successful streaming factors by interviewing nano streamers and users. The current paper analyses ten semistructured interviews and provides descriptive content analysis to showcase insightful observations in terms of the latest live streaming implications, we further denote some original codes from NVivo output.