With the rise of live streaming on social media, platforms like Facebook, Instagram, and YouTube have become powerful business tools. They enable users to share live videos, fostering direct connections between businesses and their customers. This critical literature review paper explores the impact of live streaming on businesses, focusing on its role in attracting and satisfying consumers by promoting products tailored to their needs and wants. It emphasizes live streaming’s crucial role in engaging customers, a key to business growth. The study also provides viable strategies for businesses to leverage live streaming for growth and customer engagement, underscoring its importance in the business landscape.
References
[1]
Wongkitrungrueng, A. and Assarut, N. (2020) The Role of Live Streaming in Building Consumer Trust and Engagement with Social Commerce Sellers. Journal of Business Research, 117, 543-556. https://doi.org/10.1016/j.jbusres.2018.08.032
[2]
Kane, G.C. (2014) Why Social Media Will Fundamentally Change Business. https://sloanreview.mit.edu/article/why-social-media-will-fundamentally-change-business/
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Fletcher, K. and Gbadamosi, A. (2022) Examining Social Media Live Stream’s Influence on the Consumer Decision-Making: A Thematic Analysis. Electronic Commerce Research. https://doi.org/10.1007/s10660-022-09623-y
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Lin, G., Wang, Y., Wang, Y. and Lee, M. (2021) What Drives People’s Intention toward Live Stream Broadcasting. Online Information Review, 45, 1268-1289. https://doi.org/10.1108/oir-10-2020-0466
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Huang, X. (2023) Optimization of Marketing Strategy for “E-Commerce Live Streaming + Agricultural Products” in the New Media Era. American Journal of Industrial and Business Management, 13, 1094-1103. https://doi.org/10.4236/ajibm.2023.1310061
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Emmanuel, B., Zhao, S., Egala, S.B., Mammet, Y. and Godson, K. (2022) Social Media and Its Connection to Business Performance—A Literature Review. American Journal of Industrial and Business Management, 12, 877-893. https://doi.org/10.4236/ajibm.2022.125045
