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, Jing (Daisy), Liang, Danni and Vellore Nagarajan, Durga (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 Proceedings 29th International Conference on Recent Advances in Retailing and Consumer Science, July 24 – 27, 2023, Lyon, France. RARCS. 9 pp .

Record type: Conference or Workshop Item (Paper)

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 semi-structured 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.

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