What is Livestream Marketing, and How Did It Change the Market?

Abstract

Since the Covid-19 pandemic, more industries are exponentially moving to the digital realm. Consequently, the marketing strategies of companies are also digitized, with live-streaming e-commerce being one of the most favored marketing structures, particularly in China. Throughout the live broadcast market, beauty, chat, dinner, games, and even all kinds of curiosity can become the main content of the live broadcast and be watched. Still, the e-commerce live broadcast is to sell goods for the purpose, unlike the entertainment live broadcast mode, it is commercial, and the e-commerce live broadcast content marketing is to improve the consumer stickiness through high-quality live broadcast content and interaction to increase consumer purchasing behavior. This paper will mostly discuss the changes in sales and the money put into marketing by a company affected by the appearance of live stream marketing through empirical studies and inferences from such.