China Influencer E-commerce Livestreaming Marketing Strategy Research

Abstract: The surge of mobile internet and electronic devices has revolutionized consumer interactions and information consumption. Livestreaming emerges as a prevalent advertising method in e-commerce, compensating for the static nature of traditional platforms by providing dynamic buying experiences. Yet, its impact on sales and customer engagement remains unclear. This study delves into how influencers leverage livestreaming for engagement and product promotion. This study investigates China's influencer e-commerce livestreaming strategies' effectiveness in enhancing consumer engagement and sales. It focuses on Li Jiaqi and Wei Ya's broadcasts, aiming to understand their communication strategies and impact on consumer behavior. Drawing on Laswell's communication model and "key opinion leader" theory, this research scrutinizes influencers' strategies to engage followers and drive sales. It explores how these influencers utilize personal branding, content, platforms, timing, and messaging to promote products effectively. Using qualitative methods, this study analyzes the livestreamed e-commerce content of Li Jiaqi and Wei Ya. Employing Netnography, it examines their language styles' persuasive aspects and their influence on product sales. Additionally, observation and interviews with consumers complement this analysis. The study underscores the rapid growth of influencer-driven e-commerce post-COVID-19, highlighting challenges such as audience retention, product quality, and false advertising. Addressing these issues is crucial to establishing effective influencer e-commerce livestreaming strategies in China.