The power of livestreaming: Will it become an alternative strategy for startups?

Md Alamgir Hossain, Md Shakhawat Hossain, Md Sohel Chowdhury and Razuan Ahmed Shuvro

Technology in Society, 2024, vol. 78, issue C

Abstract: The main purpose of this study is to develop and empirically examine an integrated theoretical model to understand the relationship between Startups' livestreaming (SLS) efforts and firm performance, with a particular emphasis on the mediating role of customers' investment and the moderating role of SLS experience. This may be one of the pioneer studies in this field that demonstrates company performances with firm-level information. The research model was developed with the stimulus-organism-response (SOR) theory as its foundation, after collecting data from a useable sample of 289 respondents, comprising of business founders, managers, employees, and vloggers across several startup industries, the research hypotheses were tested using AMOS (version 24), a program for conducting structural equation modeling (SEM). The study results showed a direct association of SLS efforts with all of its endogenous variables, i.e., SLS adoption, consumer investment, and firm performance. Furthermore, consumer investment fully mediates the relationship between SLS adoption and firm performance. SLS experience noticeably moderates all of our study model's anticipated pathways. Based on the study's findings, some significant theoretical advancements and entrepreneurial ramifications have been identified. The report finishes by identifying its shortcomings and ideas for future research.

Keywords: Livestreaming efforts; Customer relationship; Engagement; Entrepreneurial success and firm performance (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:teinso:v:78:y:2024:i:c:s0160791x2400188x

DOI: 10.1016/j.techsoc.2024.102640

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