Research on the Reason why Live Streaming is a Useful Marketing Strategy

Abstract

Live commerce has become a popular trend in the rapid development of a new media society. It gradually takes the place of those traditional retail forms like the previous TV shopping channel and then some social platform videos, which are also popular for companies to improve sales. In other words, an increasing number of businesses are entering the competition of live commerce, which has become a necessary marketing strategy for them. The purpose of this research is to determine why live commerce has been a useful marketing strategy and what impact it has had. The results are shown in two aspects: companies and consumers. For companies, live commerce creates more sales and improves brand attraction. Consumers prefer to watch visual mediums rather than read blogs from various brands. Furthermore, live commerce allows audience members to ask questions concurrently when products are sold, which not only meets the desire for remote shopping but also helps people answer questions in the shortest time possible. The influence of live commerce is gradually changing the structure of e-commerce, which means live commerce is transforming online shopping.