Livestreaming commerce for luxury brands: how to enhance luxury perceptions through strategizing streamers?

Wuxia Bao, Emma Beuckels, Liselot Hudders and Shubin Yu
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Wuxia Bao: ESC [Rennes] - ESC Rennes School of Business
Emma Beuckels: UGENT - Universiteit Gent = Ghent University = Université de Gand
Liselot Hudders: UGENT - Universiteit Gent = Ghent University = Université de Gand
Shubin Yu: BI Norwegian Business School [Oslo]

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Abstract: Luxury brands have begun embracing livestreaming commerce since the COVID-19 pandemic. However, the current knowledge regarding the impact of livestreaming commerce on luxury perceptions remains limited. This study explores how luxury perceptions can be enhanced in livestreaming commerce by investigating the role of streamer characteristics. More specifically, we examine the role of parasocial interaction, self-streamer congruity, and social presence. A survey was conducted among 432 Chinese respondents who had previously watched livestreams for luxury brands. The findings indicate that parasocial interaction and actual self-streamer congruity positively impact luxury perceptions by fostering enhanced feelings of social presence, while ideal self-streamer congruity is not an influential factor. The conclusion of this paper discussed implications for marketers and researchers.

Keywords: Livestreaming commerce; Streamers; Luxury brands; Luxury perceptions (search for similar items in EconPapers)
Date: 2024-06-20
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Published in International Journal of Advertising, 2024, 44 (3), pp.589-616. ⟨10.1080/02650487.2024.2365037⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04964918

DOI: 10.1080/02650487.2024.2365037

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