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DTSTAMP:20260705T025923Z
DESCRIPTION:Yanwen Wang \n\nUniversity of British Columbia\n\nSales Impact 
 of Live Streaming \n\nDate: Friday\, April 19\, 2024\n	Time: 10:30 AM - 12:
 00 PM\n	Location: Bronfman building\, Room 410\n\nAbstract\n\nThis research
  investigates the sales impact of live-streaming videos. We estimate the i
 mpact of live-streaming activities on sales for 167 apparel brands by merg
 ing the brands’ product-level national sales with a complete record of pro
 duct-level live-streaming activities from a leading online marketplace. Ou
 r empirical analysis suggests that live-streaming videos on e-commerce pla
 tforms have a positive sales impact on 81.44% of brands\, no sales impact 
 on 14.37% of brands and a negative sales impact on the remaining 4.19%. We
  show that one extra live-streaming video to showcase a product results in
  a median 22.9% increase in the product’s daily sales. Brand strength mode
 rates the live-streaming effects. We further investigate the sales impact 
 of communication strategies employed by live-streamers in a subset of vide
 os. Specifically\, we focus on three types of sales pitches: product\, pro
 motion\, and customer relationship management (CRM). We develop an automat
 ed\, deep-learning-based framework to extract granular textual\, visual\, 
 and vocal features from 3\,057 live product videos broadcasted by 111 live
 -streamers. Our findings indicate that the usage of product sales pitches 
 significantly impacts live-streaming sales\, such that on average\, a 10% 
 increase in the ratio of product-related content to CRM-related content tr
 iggers an 13.7% increase in live-streaming sales. This sales lift of produ
 ct-related content\, however\, wanes as the follower size of live-streamer
 s decreases. In contrast\, the sales lift of promotion-related content is 
 contingent on discount depth\, such that promotion sales pitches boost sal
 es only given the presence of substantial discounts. Our research takes th
 e initiative to evaluate the communication strategies utilized in live com
 merce.\n\n \n
DTSTART:20240419T143000Z
DTEND:20240419T160000Z
LOCATION:Room 410\, Bronfman Building\, CA\, QC\, Montreal\, H3A 1G5\, 1001
  rue Sherbrooke Ouest
SUMMARY:AAAI & 91ºÚÁÏÍø Institute of Marketing (MIM) Guest  Speaker: Yanwen W
 ang
URL:/desautels/channels/event/aaai-mcgill-institute-ma
 rketing-mim-guest-speaker-yanwen-wang-356809
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