ABSTRACT Purpose Live streaming e-commerce is an emerging e-commerce model within the realm of the mobile Internet, based on video-centric social media interaction. However, there is currently a lack of in-depth research on live streaming from a business perspective and the impact of product selection in live streaming on firm performance. To fill these gaps, the current study investigated how brand – consumer congruence moderates the influence of product selection in live streaming on firm performance and how this effect varies across retailers. Methodology/approach The model and hypotheses were tested by applying partial least squares regression to data collected from 302 online retailers in the Chinese live streaming market. Findings Product selection in live streaming had a significant positive impact on firm performance. Brand – consumer congruence in live rooms partially mediated the relationship between product selection and firm performance. Live room scenario matching and live room interaction had significant positive moderating effects on the main effect of product selection in live streaming on firm performance. Research implications The literature has focused on the impact of live streaming on customer purchase behavior. Few studies have explored the value of live streaming from a business-to-business marketing perspective. Our findings offer theoretical insights into the relationship between product selection and firm performance. Originality/value/contribution This is the first study to examine the value of product selection in live streaming. In addition, it reveals how product selection affects firm performance through brand – consumer congruence. Practical implications This study has implications for online retail managers based on the effect of product selection in live streaming on firm performance and the roles of brand – consumer congruence, interaction, and scenario in live streaming of business-to-business marketing.
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