Examining social media live stream's influence on the consumer decision-making: a thematic analysis

被引：13

作者：

Fletcher, Kathy-Ann ^{[1
]}

Gbadamosi, Ayantunji ^{[2
]}

机构：

[1] Abertay Univ, Old Coll, Div Accounting Business & Management, Bell St, Dundee DD1 1HG, Scotland

[2] Univ East London, Royal Docks Sch Business & Law, Stratford E15 4LZ, England

来源：

ELECTRONIC COMMERCE RESEARCH | 2024年 / 24卷 / 03期

关键词：

Live stream; Social media; Consumption; Decision-making process; Model; Content analysis; Netnography; ONLINE BRAND COMMUNITIES; CUSTOMER ENGAGEMENT; PURCHASE DECISION; GENERATED CONTENT; PERCEIVED VALUE; BEHAVIOR; IMPACT; LOYALTY; COMMERCE; MODEL;

D O I：

10.1007/s10660-022-09623-y

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Social media live streaming, in the form of live video and user stories, is widely used by influencers, organisations and individuals to connect with their audiences. Its popularity is well-established in a range of theoretical and managerial contexts. However, there is a lack of scholarship on the role of this phenomenon on consumer decision-making. Filling this gap in the research is essential due to the importance of consumer decision-making in marketing and brand strategy development in organisations. Therefore, the purpose of this paper is to explore and outline the nature of the influence of live stream on the consumer decision-making. The study was part of a 12-month Netnography consisting of participant observation and social media monitoring of brand pages and branded hashtags on social media platforms, Facebook, YouTube, Twitter and Instagram. A thematic analysis revealed five main themes and a conceptual model is proposed which outlines the social media live stream's influence on consumer decision-making at each stage.

引用

页码：2175 / 2205

页数：31

共 50 条

[1] The influencing role of social media in the consumer's hotel decision-making process
Gupta, Vikas
[J]. WORLDWIDE HOSPITALITY AND TOURISM THEMES, 2019, 11 (04) : 378 - 391
[2] Social media advertising and consumer decision-making: the mediating role of consumer engagement
Dankwa, Dan Duku
[J]. INTERNATIONAL JOURNAL OF INTERNET MARKETING AND ADVERTISING, 2021, 15 (01) : 29 - 53
[3] Social Media's Influence on Parents' Decision-Making Process of Child Vaccinations
Wachob, David A.
Boldy, Amanda
[J]. EPIDEMIOLOGY BIOSTATISTICS AND PUBLIC HEALTH, 2019, 16 (01)
[4] INTERGENERATIONAL INFLUENCE ON CONSUMER DECISION-MAKING
SORCE, P
LOOMIS, L
TYLER, PR
[J]. ADVANCES IN CONSUMER RESEARCH, 1989, 16 : 271 - 275
[5] The influence of social media on investment decision-making: examining behavioral biases, risk perception, and mediation effects
N. Sathya
C. Prabhavathi
[J]. International Journal of System Assurance Engineering and Management, 2024, 15 (3) : 957 - 963
[6] The influence of social media on investment decision-making: examining behavioral biases, risk perception, and mediation effects
Sathya, N.
Prabhavathi, C.
[J]. INTERNATIONAL JOURNAL OF SYSTEM ASSURANCE ENGINEERING AND MANAGEMENT, 2024, 15 (03) : 957 - 963
[7] Social media influence on the holiday decision-making process in the UK
Ghandour, Rajab
Bakalova, Rumyana
[J]. JOURNAL OF ORGANISATIONAL STUDIES AND INNOVATION, 2014, 1 (02): : 41 - 54
[8] The Influence of Social Media on Purchase Decision-making by Young Nigerians
Mohammed, Khadijah
Uren, Victoria
[J]. PROCEEDINGS OF THE 5TH EUROPEAN CONFERENCE ON SOCIAL MEDIA (ECSM 2018), 2018, : 471 - 475
[9] A PROCEDURE FOR THE ANALYSIS OF CONSUMER DECISION-MAKING
WILSON, CE
[J]. JOURNAL OF ADVERTISING RESEARCH, 1981, 21 (02) : 31 - 36
[10] Social Media Sentiment Polarity Analysis: A Novel Approach to Promote Business Performance and Consumer Decision-Making
Valsan, Arya
Sreepriya, C. T.
Nitha, L.
[J]. ARTIFICIAL INTELLIGENCE AND EVOLUTIONARY COMPUTATIONS IN ENGINEERING SYSTEMS, ICAIECES 2016, 2017, 517 : 1 - 12

← 1 2 3 4 5 →