Author(s)

Shangwei Liu, Yutong Xiao

Corresponding Author

Shangwei Liu

ABSTRACT

As more prosperous the short video platforms, and the increasing numbers of channels for online celebrities to seek benefits, live broadcasting has become a main way for online celebrities to make money. Therefore, this article figures out whether the positioning and content of influencers on short video platforms will affect consumer participation and purchase intentions. This problem has become more important as the increased number of people that benefits from live broadcasting. Through Consumer Engagement Theory, Uses & Gratifications Theory, Weak Ties Theory, as well as data analysis, the article analyzes the number of fans, audience conversion ratio, and the relationship between viewer conversion ratio and live broadcast sales that determined by account categories and live broadcast categories via describing statistics and linear programming analysis. The paper concludes that different account types do affect different live broadcast categories. This research only uses the basic statistics method conducted by Excel to perform the research, hence the relationship between live streaming and different types of bloggers, in reality, is much more complex than the research suggests.

KEYWORDS

Online celebrity, live streaming, consumer engagement, Uses & Gratifications Theory (U&G), Weak ties