THE IMPACT OF ONLINE INFLUENCER LIVE STREAMING LIMITED-TIME PROMOTION ON AUDIENCE PURCHASE BEHAVIOR

Abstract

The expansion of live streaming has been phenomenal. Live streaming is the practice of marketing and selling products by leveraging the popularity of social media influencers conducted by well-known and engaging Internet personalities as part of a limited-time promotion. There are advertisements, variety shows, and discussion rooms. Unimaginable quantities of merchandise are sold via live transmission. Consequently, it is essential to investigate the factors that have improved product information quality during live streams. Based on the hypothesis, we investigate the effect of online influncer live streaming limited-time promotions on  purchasing behavior. The first stage is to gather the necessary information. In addition, normalization is utilized as a form of data preprocessing. Data analysis is performed using the analysis of variance (ANOVA) and the Chi-square test. This study is the primary method for investigating the phenomenon of online celebrities and the astronomical trade volumes generated by their limited-time live transmissions. Based on the findings of this study, it appears that customers are emotionally affected by the actions of online personalities, which increases their likelihood of purchasing the products recommended.