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This study aims to understand how different levels of streamer channels influence luxury brand sales in live streaming commerce. This study also seeks to understand the conditions under which luxury brands may benefit more from different level streamer channels.

Panel data were collected from 17 international luxury brands on the Douyin live streaming platform in an 18 week period from August to December 2020 and analyzed by using a two-way fixed effects model.

The authors compared different mega-, macro- and micro-streamer channels within live streaming commerce and found that the densities of mega- and macro-streamer channels had significant positive impacts on luxury brand sales in live streaming commerce. Moreover, the effects of the density of streamer channel on luxury brand sales were moderated by such variables as product line breadth, product line depth, product type (star/non-star) and product price (high/low). The authors found that product line breadth and depth could reduce the positive impact of the densities of mega- and macro-streamer channels on luxury brand sales. For star products and high-priced products, the relationship between the density of mega-streamer channel and luxury brand sales was more likely to be observed than for non-star products and low-priced products. The relationship between the density of macro-streamer channel and luxury brand sales was more likely to be observed in low-priced products than in high-priced products.

The findings make important contributions to the literature in that the authors expand the influencer-brand fit theory by proposing a new model of effects of the densities of mega-, macro- and micro-streamer channels on sales performance across different luxury products to improve our understanding of the fit among influencers, brands and products. This helps luxury brands make basic decisions of “who sells” and “sells what” when engaging in live streaming commerce.

This study aims to verify the significance of Andersen (2008) corporate risk management (CRM) framework in Asian emerging markets (AEMs) to control firm risk and improve firm performance.

The cross-sectional analyses are performed on a sample of 4,609 firms across nine Asian emerging countries using 2SLS estimation technique.

The empirical findings show that the adoption of CRM not only enhances firm performance by increasing the firm ability to capitalize on the market opportunity but also plays a significant role in reducing firm risk. The findings of this study assert that by institutionalizing risk management practices into an integrated CRM framework, the firm can reap multiple benefits by maintaining better contractual agreements and strategic partnerships with key stakeholders.

The study shifts the focus of CRM away from Western countries toward AEMs, which has been afflicted by high risks and uncertainties. The effectiveness of CRM against firm risk is established by dividing firm risk into firm-specific risk and systematic risk. Furthermore, this study also establishes that CRM not only leads to high returns but also reduces firm operational and production costs. Overall, the study provides a compelling argument to implement CRM for improving organizational performance and managing risks in a strategic and integrated manner. The findings are also relevant to risk management practitioners, as well as to academicians interested in the broader fields of corporate finance and strategy.