Abstract
Due to the rapid development of network technology and the popularity of live-streaming, more and more businesses and individuals are using live-streaming to promote their products, giving rise to a new marketing model of social media live-streaming. Based on the social media live-streaming market, businesses or enterprises focus on tapping into new consumer demand, and social media live-streaming marketing has gradually expanded into various fields. Based on the SOR theory, this paper discusses how to improve the coping strategies of consumer purchasing behavior through social media live-streaming by analyzing the representative factors affecting consumer purchasing behavior such as anchors, brands, and live-streaming content in social media live-streaming. The results of this study will contribute to a better understanding of the relationship between social media live-streaming marketing models and consumer purchasing behavior and will help to reveal the potentials and limitations of social media live-streaming, thus providing valuable ideas and scientific basis for social media live-streaming marketing strategies.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
