Live Streaming Commerce: A Comparison of the Effectiveness of Different Streaming Models

DOI

10.2991/978-2-38476-609-3_20How to use a DOI?

Keywords

Livestreaming Commerce; Streaming Format Selection; Brand Strategy; Conversion Rate; Average Order Value

Abstract

Live-streaming is becoming an increasingly popular marketing channel for brands. However, given the wide gap in the results between each type of streaming format, it is a challenge to design branding strategies. This paper considers these three main types: product/direct-sale streams, interest/content broadcast and experience/immersive workshops. These were informed by theory such as the Stimulus Response (S-R) model, Social Presence Theory, Experiential Marketing theory, and the study makes comparative analysis from four dimensions of effectiveness, including conversion rate, average prices, average unit sales volumes, brand reputation, and customer loyalty. The analysis shows that, in general, the main strategy for direct sales is a combination of pricing discounts aiming at achieving high conversion rates within a single episode (up to 20%) have rather small transaction sizes (usually only around 80-150 RMB), and may also harm the company’s brand value. On the other hand, content streams foster long-term customer engagement well. Due to increased customer optimism, repeat purchases can reach 30–40%, and turnover can double or triple when compared to traditional selling tactics. To balance short-term cash flow with long-term development, this research finishes by describing how these tactics may be utilised throughout the early, growth, and mature stages and product features.

Copyright

© 2026 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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TY  - CONF
AU  - Jiaming Ding
AU  - Yichen Mei
PY  - 2026
DA  - 2026/09/04
TI  - Live Streaming Commerce: A Comparison of the Effectiveness of Different Streaming Models
BT  - Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)
PB  - Atlantis Press
SP  - 181
EP  - 190
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-609-3_20
DO  - 10.2991/978-2-38476-609-3_20
ID  - Ding2026
ER  -