Research on game strategy between firm and streamer about live-streaming marketing Online publication date: Thu, 11-Jul-2024
by Xiaoping Chen; Zelin Chen; Zixia Chen
International Journal of Computing Science and Mathematics (IJCSM), Vol. 20, No. 1, 2024
Abstract: The study examines the relationship between sales efforts during live streams and pre-broadcast marketing initiatives, presenting a model that highlights a streamer's influence and product-matching reliability. Three supply chain scenarios are identified: direct selling (DC model); live-stream selling without prior strategy (NE model); and with a strategy (E model). On the basis of analysing the preference orientation of streaming media influence on marketing strategies, this paper uses a game-theoretic model citation and digital simulation to verify for the first time when firms should use live-stream models with pre-marketing strategies. Results suggest that pre-broadcast strategies enhance streamer sales efforts. Streamers with high influence tend to avoid the E model; those with low influence prioritise pre-broadcast marketing. Those with moderate influence favour the E model as product-matching reliability increases. It's also noted that firms benefit from collaborating with influential streamers.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Computing Science and Mathematics (IJCSM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook