Research on Live Streaming Marketing Strategy of Book Products Based on the SICAS Model

Abstract

Short videos and live streaming services have seen exponential growth recently, as evidenced by the "China Internet Development Status Report 2022," impacting consumer behaviors and marketing strategies considerably. Even as digital has seen tremendous success across other cultural industries, book publishing remains behind in adopting these emerging media technologies. This study explores China's emerging realm of book live streaming marketing in light of its digital transformation of the book industry. This research endeavors to address a research gap regarding effective live streaming book promotion by applying the SICAS model, an all-encompassing framework designed for analyzing consumer behavior and marketing strategies within digital context. This study employs a qualitative research methodology, consisting of an examination of existing literature, consumer and industry insights, as well as case studies of successful live streaming marketing campaigns in the book industry. This research study's findings underscore the effectiveness of SICAS model in optimizing each stage of book live streaming marketing: Sense, Interest & Interaction, Connection & Communication, Action, and Share. Research findings demonstrate that implementation of the SICAS model can significantly enhance marketing effectiveness, increase sales volume and contribute to revitalizing book industries in digital environments.