How the Advent of Live Streaming is Affecting Businesses' Commitment to Marketing

Abstract

In 2019, the global pandemic of the new coronavirus is driving more and more companies to digitize their marketing strategies to mitigate the negative impact of the outbreak on their day-to-day business. As a result, live marketing is becoming one of the hottest marketing methods, a particularly evident phenomenon in China. However, how companies of different sizes apply live marketing has yet to be explored. This study focuses on the emergence of live streaming on firms' marketing investments and assesses how these impacts differ for firms of different sizes. The conclusions drawn from this work are that the epidemic is driving companies to invest more and more in live streaming and that smaller companies are more likely to benefit from this marketing tool than larger ones. This paper uses a case study method to analyze the development of live streaming and its impact on changes in sales and marketing investment by firms of different sizes and to point out its contribution to driving economic development in firms, laying the groundwork for further research into ways of promoting economic development in the digital sphere.