Livestreaming commerce for luxury brands: how to enhance luxury perceptions through strategizing streamers?

Abstract

Luxury brands have begun embracing livestreaming commerce since the COVID-19 pandemic. However, the current knowledge regarding the impact of livestreaming commerce on luxury perceptions remains limited. This study explores how luxury perceptions can be enhanced in livestreaming commerce by investigating the role of streamer characteristics. More specifically, we examine the role of parasocial interaction, self-streamer congruity, and social presence. A survey was conducted among 432 Chinese respondents who had previously watched livestreams for luxury brands. The findings indicate that parasocial interaction and actual self-streamer congruity positively impact luxury perceptions by fostering enhanced feelings of social presence, while ideal self-streamer congruity is not an influential factor. The conclusion of this paper discussed implications for marketers and researchers.