Proceedings of 2025 2nd International Conference on Applied Economics, Management Science and Social Development (AEMSS 2025)

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The Influence of Celebrity Hosts’ Departure and Restart Streaming on the Live Room

Authors
Bolun Zhang1, *, Yan Zhou2, Minghui Jiang3, Leilei Zhao4
1Business School, Harbin Institute of Technology, Harbin, China
2Department of Management, Harbin Institute of Technology, Harbin, China
3Department of Management, Harbin Institute of Technology, Harbin, China
4Business School, Harbin Institute of Technology, Harbin, China
*Corresponding author. Email: 20b910054@stu.hit.edu.cn
Corresponding Author
Bolun Zhang
Available Online 7 June 2025.
DOI
10.2991/978-94-6463-752-6_10How to use a DOI?
Keywords
Live-streaming; Celebrity hosts; Sales performance; DID model
Abstract

E-commerce live-streaming has gradually become the primary choice for consumers to purchase products. The hosts are the core of e-commerce live-streaming. Capable hosts can not only bring considerable sales performance for enterprises but also provide high-quality live-streaming services for consumers. In this paper, we examine the relationship between celebrity hosts and sales performance of live rooms. We discuss the impact of the celebrity hosts’ departure and restart streaming as competitors on the sales performance of the original live room. The results show that the celebrity hosts’ departure and restart streaming declined the GMV and new user acquisition of the original live room. And the celebrity hosts restart streaming, the sales performance of the original live room is further decreased. Further, we find that the long-term impact of celebrity hosts restarting streaming is higher than the short-term impact. This suggests that the celebrity hosts sustainability influences the original live room. Our research proves the importance of celebrity hosts to the sales performance of live rooms in reverse and extends the relevant theoretical research of hosts in e-commerce live-streaming. These results are helpful for enterprises to optimize management and maintain host relationships, and to avoid vicious competition between live rooms and platforms.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of 2025 2nd International Conference on Applied Economics, Management Science and Social Development (AEMSS 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
7 June 2025
ISBN
978-94-6463-752-6
ISSN
2352-5428
DOI
10.2991/978-94-6463-752-6_10How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Bolun Zhang
AU  - Yan Zhou
AU  - Minghui Jiang
AU  - Leilei Zhao
PY  - 2025
DA  - 2025/06/07
TI  - The Influence of Celebrity Hosts’ Departure and Restart Streaming on the Live Room
BT  - Proceedings of 2025 2nd International Conference on Applied Economics, Management Science and Social Development (AEMSS 2025)
PB  - Atlantis Press
SP  - 94
EP  - 104
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-752-6_10
DO  - 10.2991/978-94-6463-752-6_10
ID  - Zhang2025
ER  -