The power of nonverbal cues: Evidence from video mining in live streaming e-commerce

Yuangao Chen, Shuyi Hu, Lu Wang, Shuiqing Yang, Shasha Zhou and Pengxiang Hu

Journal of Retailing and Consumer Services, 2025, vol. 87, issue C

Abstract: With the rise of live streaming e-commerce (LSC), understanding drivers of sales performance is increasingly vital. Guided by signaling and social perception theories, this study applies machine learning enhanced multimodal analysis to 4500 segments of Taobao livestreams to examine how gestures and facial features influence sales. Results show beat gestures boost sales, while adaptor gestures reduce them. Gazing and smiling exhibit an inverted U-shaped effect. Additionally, consistency between beat gestures and verbal cues further enhances sales. These findings highlight the crucial role of non-verbal communication in LSC and offer methodological and insights for research and practice.

Keywords: Gestures; Facial features; Live streaming e-commerce; Non-verbal communication; Video mining (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:87:y:2025:i:c:s0969698925001845

DOI: 10.1016/j.jretconser.2025.104405

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