Title: Research on game strategy between firm and streamer about live-streaming marketing

Authors: Xiaoping Chen; Zelin Chen; Zixia Chen

Addresses: Zhejiang Guangsha Vocational and Technical University of Construction, No. 1, Guangfu East Street, Dongyang, Zhejiang, 322100, China ' Department of Business Development, iHealth Labs, Inc., 880 W Maude Ave, Sunnyvale, CA, 94085, USA ' Shanghai Zhongqiao Vocational and Technical University, No. 3888, Caolanggong Road, Jinshan District, Shanghai, 201514, China

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.

Keywords: live-stream marketing; streamer attributes; streamer influence; marketing strategy; game-theoretic approach.

DOI: 10.1504/IJCSM.2024.139922

International Journal of Computing Science and Mathematics, 2024 Vol.20 No.1, pp.58 - 71

Received: 28 Sep 2023
Accepted: 22 Dec 2023
Published online: 11 Jul 2024 *

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