Influencer Mix Strategies in Livestream Commerce: Impact on Product Sales

Abstract

A new trend in influencer marketing is livestream commerce, which combines influencers’ live video streaming with e-commerce. Little is known, though, about how firms should develop their influencer strategies to maximize product sales. Given a budget constraint, marketers may choose to employ a single, “big” influencer with a large number of followers or several small influencers. They may also employ a combination of both big and small influencers when their budget is adequate. Analyzing data from 1.3 million livestreams on TikTok, the authors find a negative interaction effect between big and small influencers when employed together due to decreased trust in big influencers and substitution effects. Further analysis reveals that livestream sales generated by a big influencer are adversely affected by small influencers who promoted the same product previously, but not the other way around. In addition, big influencers can reach a much larger audience, whereas small influencers are more effective at increasing the audience’s conversion rates. Big and small influencers are also different in terms of how product and campaign characteristics moderate their sales effectiveness. Finally, the scenario analysis explores how the profitability of influencer strategies hinges on the influencer mix and their costs. This research is one of the first to investigate the sales effectiveness of influencer marketing and to provide general guidelines for developing influencer mix strategies.

Interaksi Lobi dan Negosiasi dalam Pemasaran Live Streaming Media Sosial Tiktok: Studi Kasus Keputusan Pembelian Parfum @pucelleid

“…Dalam adanya pemasaran melalui platform tiktok, interaksi lobi akan menjadi salah satu elemen yang memiliki dampak besar terhadap sebuah keputusan pembelian kepada calon konsumen. Lobi menurut AB dalam Redi Panuju (2010: 18) adalah melobi pada dasarnya merupakan sebuah usaha yang dilaksanakan untuk mempengaruhi pihak-pihak yang menjadi sasaran agar terbentuk sudut pandang positif terhadap topik pelobi, dengan demikian diharapkan memberikan dampak positif bagi pencapaian tujuan (Gu, 2024;Shu, 2024;Z. Zhang, 2024;Zhao, 2024).…”

Targeting Nearby Influencers: The Acceleration of Natural Triadic Closure by Leveraging Interconnectors

“…Paid influencer endorsements refer to the instance in which the firm-or, in rare cases, the individual-pays or incentivizes the influencer to take action (for work on the inherent principalagent problem, see Hofstetter, Lanz, and Sahni 2023;Pei and Mayzlin 2022;Peng and Van den Bulte 2024). Paid influencer endorsements are usually subject to portfolio considerations across multiple influencers (e.g., Gu, Zhang, and Kannan 2023;Lanz et al 2023), whereby the specific form of action is defined in the influencer briefing and typically includes (re) posting content, with a variety of factors determining its effectiveness (e.g., Leung et al 2022;Wies, Bleier, and Edeling 2023).…”