Lin, Y. H., and Jen, L. C. 2022. Internet Celebrity Economy: Exploring the Value of Viewers' Comment Features and Live Streamers' Marketing Strategies in Forecasting Revenue. NTU Management Review, 32 (1): 93-126. https://doi.org/10.6226/NTUMR.202204_32(1).0003
Yu-Hsiang Lin, Department of Urban Industrial Management and Marketing, University of Taipei
Li-Chung Jen, College of Business, National Taipei University of Business
Abstract
Few past studies have tackled the relationship between marketing strategies and revenue forecasts of live streamers, not to mention the influence of streamer heterogeneity. This study applies the Hierarchical Bayesian (HB) model to examine the predictive effects of viewers' comments and streamer' behaviors on viewers' gift sending behavior in live streaming while considering the effect of streamer heterogeneity. In particular, we empirically analyze 38,183 samples of time data from 10 food live-stream samples. We find that the effects of viewers' comment features and streamers' marketing strategies on viewers' gift-sending behavior are mainly influenced by the cross-level effect of streamers' heterogeneities. These results reveal that existing live-streaming studies might have overlooked the impact of streamers' heterogeneities, offering only biased conclusions. Finally, the model proposed in this study has good predictive accuracy for live streamer revenue.
Keywords
word-of-mouthdiscrete emotion theorylive streamer' s behavior and characteristicsgift-sendingHierarchical Bayesian model