Methodology of Influencer Marketing in Livestreaming E-Commerce

Abstract

This chapter analyses influencers’ marketing methodology in e-commerce livestreaming. Nowadays, the decline of celebrity-centred marketing has been unavoidable and the Matthew effect becomes evident, with some phenomenal hosts like Zhang Dayi, Li Jiaqi, Viya and Xin Ba dominating the market. Aside from Internet influencers and traditional celebrities, there are a great many corporate leaders who have adapted the changed marketing environment of e-commerce and made themselves part-time livestream hosts. This chapter also analyses host-audience interactions, which include preheating before livestreaming, host’s self-empowerment and interactive entertainment. Creating hit products needs not only acquaintance-based promotion, but also the balance between high quality and low price. In livestreaming e-commerce, the sense of immersion is an important factor to be considered.