Liu, Dingning, Feng, Shanfei and Ma, Junzhao (2026) Real-time viewer comments in Live streaming e-commerce. In: EMAC 2026: 55th Annual Conference of the European Marketing Academy, 2nd - 5th June, 2026, University of Bath.

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Abstract

Live streaming e-commerce blends shopping, entertainment, and socializing, accounting for 20% of China’s e-commerce sales. Despite its growth, research on its success is limited. This paper examines the role of real-time viewer comments through two empirical studies. Study one develops a scalable AI-assisted method for categorising large volumes of comments and validates it against human and machine coding. Study two uses these categories to analyse how different types of comments (product-focused, social, incentivized) influence sales performance, moderated by live streamers’ selling styles. Findings show that spontaneous comments drive sales, especially for live streamers with more professional or value-based styles. The research advances understanding of live streaming e-commerce and introduces a novel generative-AI approach for analysing unstructured interaction data.

Item Type:	Conference or Conference Paper (Speech)
Uncontrolled Keywords:	Live streaming e-commerce, real-time viewer comments, sales performance, generative AI, text analysis
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Greenwich Business School Greenwich Business School > Tourism and Marketing Research Centre (TMRC) Greenwich Business School > School of Management and Marketing
Last Modified:	12 Jun 2026 15:15
URI:	https://gala.gre.ac.uk/id/eprint/53754

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