New Product Promotion Strategies within Live Streaming E-commerce Platforms

Chun Dong; Yi Yang; Qianqian Chen

doi:10.1007/s11518-025-5690-8

Journal of Systems Science and Systems Engineering ›› :1 -33. DOI: 10.1007/s11518-025-5690-8

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New Product Promotion Strategies within Live Streaming E-commerce Platforms

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¹ School of Management, Zhejiang University, 310058, Hangzhou, China

Corresponding author:

^a qianqian.chen@zju.edu.cn

Chun Dong is a Ph.D. in the School of Management at Zhejiang University. Her research interests include revenue management and live streaming e-commerce.

Yi Yang is a tenured full professor in the School of Management at Zhejiang University. He obtained his PhD degree from the Department of System Engineering and Engineering Management at The ChineseUniversity of Hong Kong. His main research interests include inventory management, revenue management and operations management. He has published several papers in TOP journals, such as Management Science, Operations Research, Manufacturing & Service Operations Management, and Production and Operations Management, etc. He was named an Distinguished Young Scholars and Excellent Young Scholar by the Natural Science Foundation of China and a Chang Jiang Young Professor by the Ministry of Education in China.

Qianqian Chen is a postdoctor in the School of Management at Zhejiang University. Her research interests include platform economics, revenue management and live streaming e-commerce.

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Abstract

E-commerce live streaming has emerged as a novel electronic shopping method, progressively becoming a pivotal force in the transformation of the retail industry and driving consumer growth and economic prosperity. Compared to traditional TV shopping channels, live e-commerce platforms provide celebrities with significant autonomy in their marketing strategies. This study develops a marketing model to analyze new product promotions through live-streaming collaborations between brand owners and celebrities, focusing on balancing economic gains with the sustainability of the following base. The findings reveal that the evaluation of the product-market fit of a celebrity and their professional competence significantly influence the promotional strategies. Highly professional celebrities favor honest recommendations for high-fit products, while deceptive promotions mitigate risks for low-fit products. Moderately professional celebrities adopt nuanced strategies, shifting between honest and deceptive promotions based on product-market fit levels, while low-professionalism celebrities consistently favor deceptive promotions due to inaccurate product judgment. Furthermore, the coefficient of follower traffic value and follower concentration shape the effectiveness of the strategy, forming customized approaches for celebrities with short-sighted, mature, and new arrivals. These insights optimize marketing strategies by aligning them with product traits, audience composition, and engagement dynamics.

Keywords

Live commerce / online celebrities / followers / audience traffic / information asymmetry

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Chun Dong, Yi Yang, Qianqian Chen. New Product Promotion Strategies within Live Streaming E-commerce Platforms. Journal of Systems Science and Systems Engineering 1-33 DOI:10.1007/s11518-025-5690-8

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