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This study applies parasocial relationship theory to identify the role of broadcaster characteristics in the highly interactive business setting of live streaming commerce.

A total of 401 online questionnaires were distributed to individuals with live streaming showroom shopping experience, and SmartPLS software was used to analyse the data and test the hypotheses.

Broadcasters' characteristics are positively associated with viewers' parasocial relationships, thus further enhancing viewers' attitudinal and behavioural loyalty towards that broadcaster's streams. Parasocial relationships mediate the effects of most broadcaster characteristics (except for expertise) on attitudinal and behavioural loyalty. In addition, parasocial relationships have a stronger positive effect on viewer behaviours for hedonic products and under high match-up.

The broadcaster is a key indicator of the success of live streaming commerce. This study establishes a well-organized framework to understand how broadcaster characteristics influence viewer loyalty towards that broadcasters' streams based on parasocial relationship theory.

This study aims to investigate the factors that affect an audience's purchase decisions on a new type of social media, namely live video streaming platforms.

This study is based on data from an online survey providing 488 valid responses. These responses are used to test the research model by employing partial least squares (PLS) modeling.

Three antecedents (consumer competitive arousal, gift design aesthetics and broadcaster's image) influence the audience's purchase decisions (impulse buying and continuous buying intention). Chinese impression management (mianzi) acts as a moderator. Self-mianzi, mutual mianzi and other mianzi (i.e. three subtypes of mianzi) moderate the effects of consumer competitive arousal, gift design aesthetics and broadcaster's image on impulse buying.

The findings encourage practitioners developing marketing strategies for live video streaming platforms in the Chinese cultural context to consider peer influence, gift appearance, broadcaster's image and mianzi.

Drawing on the community gift-giving model and face-negotiation theory, this study provides an integrated research model to investigate a new type of social media (live video streaming). It offers insight into virtual gifting behaviors by confirming the effects of three antecedents on the audience's purchase decisions, with mianzi acting as a moderator.

The overall purpose of this study is to investigate and gain a better understanding of perceptions of source credibility and consumer motivation to view live-stream broadcasts. Of particular interest is gender differences based on the gender of the broadcaster and viewer.

Data were collected using an online survey from 998 respondents. As the preliminary examination technique, t-tests were used.

There are significant differences based on whether a viewer of a live broadcast is watching a source of the same gender or a different gender in source credibility. Viewing same vs opposite sex broadcasters may indicate motivation to engage with the live-video content. There are significant gender differences outcome variables of interest to live broadcasters.

The context investigated was a single live-streaming provider.

The findings provide a start to understanding the differences in perceptions and motivations for watching live-stream broadcasters. This will aid marketers and broadcasters using live-stream formats on a variety of platforms in developing better content and building a more engaged viewing community. This research represents an important step in quantifying unexplored differences in gender perceptions of the source of live broadcasts that ultimately could impact not only the success of the broadcaster but also brands endorsed by these broadcasters.

This research is among the first to explore source effects and motivation in the live video context.

This study investigates how social interaction-oriented content in broadcasters' live speech affects broadcast viewers' purchasing and gift-giving behaviors and how broadcaster popularity moderates social interaction-oriented content's effect on the two different behaviors in live-streaming commerce.

A research model was proposed and empirically tested using a panel data set collected from 537 live streams via Douyin (the Chinese version of TikTok), one of the most popular live broadcast platforms in China. A fixed-effects negative binomial regression model was used to examine the proposed research model.

This study's results show that social interaction-oriented content in broadcasters' live speech has an inverted U-shaped relationship with broadcast viewers' purchasing behavior and shares a positive linear relationship with viewers' gift-giving behavior. Furthermore, broadcaster popularity significantly moderates the effect of social interaction-oriented content on viewers' purchasing and gift-giving behaviors.

This research enriches the literature on live-streaming commerce by investigating how social interaction-oriented content in broadcasters' live speech affects broadcast viewers' product-purchasing and gift-giving behaviors from the perspective of broadcast viewers' attention. Moreover, this study provides some practical guidelines for developing live speech content in the live-streaming commerce context.

Live streaming commerce, a new form of social commerce where firms integrate with broadcasters, community members and customers in live chat rooms for real-time interaction to help sell products, has become increasingly popular. However, factors that impact the success of live streaming commerce are not fully explored. The purpose of this study is to examine these factors by exploring the relationships among customer trust (i.e., trust in broadcasters, community members, and products) and customer engagement, and the mediating role of swift guanxi.

The authors surveyed 422 customers who have watched Taobao Live, one of the largest live streaming commerce sites in China, and used their questionnaires to test the research model employing partial least squares modeling.

The authors’ results indicate that trust in broadcasters has a positive effect on trust in products and community members, which positively influences trust in products. Additionally, swift guanxi has a fully mediating effect on the relationship between customers' trust in broadcasters and customer engagement.

First, from the theoretical perspective, this study comprehensively identifies three types of trust, explores the transfer relationships among trust in broadcasters, community members, and products based on Trust Transfer Theory. In addition, this study examines the mediating influence of swift guanxi on the relationship between customer trust and engagement. Second, from the managerial perspective, the study provides insights to help broadcasters and practitioners use live streaming to facilitate shopping.

The purpose of this paper is to identify the continuance usage of livestreaming commerce. The proposed antecedents of livestreaming commerce continuance usage are social presence, perceived crowdedness, need for arousal, susceptibility to informational influence, and perceived value, whilst trust in broadcasters is treated as the moderating factor.

A survey was conducted using a questionnaire designed specifically for this purpose, which was completed by 388 Malaysian consumers aged 26–40 years who have prior experience with livestreaming commerce. The authors tested the framework using the partial least squares structural equation modelling (PLS-SEM) technique and complementary by performing artificial neural network (ANN) analysis.

The results indicate several significant relationships, whereby social presence, perceived crowdedness, susceptibility to informational influence, and trust in broadcasters significantly influence perceived value, whereas perceived value significantly influences continuance intention. In addition, trust in broadcasters moderates the relationship between perceived value and continuance intention.

The current study adds significantly to the body of knowledge about livestreaming by examining the direct determinants of perceived value and thus delineating how perceived value influences continuance intention. The findings yielded also illustrate the role of trust in broadcaster as the moderator of the link between perceived value and continuance intention.

This study aims to examine if the participation of live-stream influencers (LSIs) affects tipping frequency on live streaming platforms, and further investigate the mediating and moderating mechanisms.

Quasi-experiment and difference-in-differences models are used for data analysis. Propensity score matching is used to address potential unobservable endogeneity.

Real-time live streaming data reveal that LSIs’ participation significantly improves tipping frequency in live streaming rooms. Also, more users are attracted to the live streaming rooms and more users become active in participation. Additionally, the positive impact of LSIs’ participation is enhanced in the live streaming rooms with a greater number of relationship links between users.

The findings clarify the new role of influencers and reveal the mechanisms on how LSIs benefit the platforms.

The findings offer novel insights into implementing influencer marketing to interactive social media platforms, by encouraging influencer participation, user relationship building and influencer network growth.

This study highlights the value of LSIs for interactive social media platforms in terms of organic growth, revenue generation and cost reduction.

The primary purpose of this paper is to explore the importation of the convergence idea into the Indian regulatory and institutional context.

The objectives of this paper were largely achieved by utilizing textual or policy document analysis. This methodological technique involves an analysis of primary and some secondary sources including: statements from policy makers and direct quotations from policy documents. In theoretical terms, this inquiry is grounded in institutionalism.

Barriers to achieving real convergence are not merely a function of perceptual flaws in regulatory measures or shortcomings of the industries involved, but are endemic to unrealistic conceptualizations of the phenomenon in the literature.

More quantitative metrics could be added. However, if more quantitative methods are added the paper needs to be re‐written to accommodate them. Also a comparative perspective could be added, but then again the paper would have to be re‐designed.

This paper offers numerous concrete and practical applications for those in government and industry who are struggling with the convergence issue. For policymakers it provides insights for how governments and consultants may impact the progress of convergence. The paper also illustrates structural factors that industry will face in India in rolling out converged or multi‐media services.

Convergence in the Indian case is greatly under researched. While there has been considerable research into regulatory issues of the nation's telecommunications and broadcast industries, few if any studies have addressed convergence among distinct mediated communication forms. Inquiry into role the regulatory role of consultant firms is particularly lacking.

The advent of online live streaming platforms (OLSPs) and online health communities (OHCs) has expedited the integration of traditional medical services with Internet new media technology. Since the practice of physicians conducting live streaming is a relatively new phenomenon, the potential cross-platform effects of such physicians’ live streaming have not received adequate attention.

This study collected data from 616 physicians specializing in cardiology, obstetrics and gynecology and neurology between April and November 2022 on Live.Baidu.com and WeDoctor.com. It constructed a panel data set comprising a total of 4,928 observations over an 8-month period and validated the model using empirical analysis with the fixed-effects method.

We find evidence of cross-platform influence in online healthcare. Physicians’ live streaming behavior (whether live or not and the heat of their streams) on OLSPs positively impacts both their consultation and reputation on OHCs. Additionally, physicians’ ability positively moderates the relationships between live streaming heat and their performance (in terms of consultation volume and reputation) on OHCs. However, ability does not moderate the relationship between physicians’ live streaming status (live or not) and their performance (in terms of consultation and reputation) on OHCs. Furthermore, the attractive appearance of the physicians also significantly moderates the impact in a positive way.

This is one of the pioneering studies on physicians’ live streaming. The study offers vital guidance for physicians and patients utilizing dual platforms and holds significant reference value for platform operators (such as OLSPs and OHCs) aiming to optimize platform operations and for the government in policy formulation and industry regulation.

As live streaming becomes a widely used online sales mode, previously content-centred anchors are attempting to switch to e-commerce live streaming. The purpose of this research was to explore the mechanisms that prompt consumers to stay or leave after content anchors transfer to live e-commerce broadcasts. In addition, we explored the factors affecting consumption from the perspectives of anchors, consumers and the external environment.

We distributed questionnaires to a group of fans who had experienced the transition of content anchors to live streaming and received back 375 valid questionnaires. Using psychological contract theory, we constructed a theoretical model for the scenario in which content anchors transition to live e-commerce broadcasting and analysed the data using partial least squares structural equation modelling (PLS-SEM).

The results show that circle culture, mainstream culture, initial trust and live streaming content all positively influenced consumers’ attitudes, whilst consumers’ past shopping experiences negatively influenced consumers’ attitudes. The personal charm of the content anchors did not have a significant effect on consumers’ attitudes. Additionally, we found that only anchors with a significant circle culture and good trust levels amongst fans were able to transition to live e-commerce streaming successfully.

This study extends the application of psychological contract theory to the field of e-commerce and describes the transformation of different types of psychological contracts. The paper’s conclusions provide a reference for decision-making and the implementation of transformation by content-based anchors to live streaming, helping them to coordinate their relationships with fans more effectively.