Spillover Effects of Livestream Promotions on E-Commerce Platform Food Sales

Hung-Hao Chang and Chad D. Meyerhoefer

No 360841, 2025 AAEA & WAEA Joint Annual Meeting, July 27-29, 2025, Denver, CO from Agricultural and Applied Economics Association

Abstract: We investigate the spillover effects of agri-food product sales during livestream promotions aired on Facebook Live to sales on a linked e-commerce platform. Using instrumental variables estimation to account for selection of the products chosen for livestream promotion, we find moderate spillover effects on platform sales and profits. Specifically, livestream sales of the same product category increase platform sales by 2 percent, while livestream sales of other products increase platform sales by 3.9 percent. Indirect spillovers are larger than direct spillovers due to the higher volume of promotional sales of other products. Our results suggest that livestreaming is an effective means of price discriminating and increasing agri-food e-commerce sales.

Keywords: Marketing (search for similar items in EconPapers)
Pages: 20
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea25:360841

DOI: 10.22004/ag.econ.360841

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