{"title":"Enhancing relationship strategies with the live stream influencers","authors":"Li-Chun Hsu","doi":"10.1108/mip-01-2022-0027","DOIUrl":null,"url":null,"abstract":"PurposeLive streaming platforms have become an essential marketing medium. This study constructed a model based on a combination of psychological contract theory and trust transfer theory.Design/methodology/approachA survey was administered to viewers who watched live streaming sales videos belonging to the top three most popular categories on Facebook and purchased a featured product in the past 6 months.FindingsAll but one hypothesis were supported. Although psychological contracts significantly increased trust in live streamers and trust in products, trust in products was increased more through trust in live streamers than directly.Originality/valueThe authors identified prerequisites for psychological contract establishment and developed an integrated empirical model.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"15 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2022-10-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"4","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Marketing Intelligence & Planning","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/mip-01-2022-0027","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 4
Abstract
PurposeLive streaming platforms have become an essential marketing medium. This study constructed a model based on a combination of psychological contract theory and trust transfer theory.Design/methodology/approachA survey was administered to viewers who watched live streaming sales videos belonging to the top three most popular categories on Facebook and purchased a featured product in the past 6 months.FindingsAll but one hypothesis were supported. Although psychological contracts significantly increased trust in live streamers and trust in products, trust in products was increased more through trust in live streamers than directly.Originality/valueThe authors identified prerequisites for psychological contract establishment and developed an integrated empirical model.
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