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

Lyu, J., Liang, Y. and Vellore Nagarajan, D., 2023. Will typical store atmospheric cues trigger more online engagement and sales performance? A preliminary investigation of streamers and users’ insights in live streaming marketing. In: 29th International Conference on Recent Advances in Retailing and Consumer Science, 24-27 July 2023, Lyon, France. (Unpublished)

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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.

Item Type:Conference or Workshop Item (Paper)
Uncontrolled Keywords:atmospheric cues; live streaming marketing; streamers; stimulus-organism-response (SOR); semistructured interview
Group:Bournemouth University Business School
ID Code:38462
Deposited By: Symplectic RT2
Deposited On:12 May 2023 15:12
Last Modified:24 May 2024 07:43

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