How Can Emerging Brands Achieve Good Live Streaming Performance? An Analysis of the Chinese Fashion Industry

Abstract

This study employs a cross-level model to delve into how emerging brands in China's fashion industry achieve superior performance in live-streaming e-commerce. It analyzes the impact of emerging brand live-streaming behavior and brand reputation on live-streaming effects (short-term financial effects and growth potential), considering the moderating role of brand reputation. Our study empirically tested the proposed model using 8,831 comments from Chinese Taobao shops and 2,896 live-streaming data from Douyin. The research results reveal that level of interaction and live-streaming duration positively and significantly affect live-streaming effects, while product diversity only enhances growth potential. In addition, brand reputation moderates these relationships, strengthening the positive impact of the level of interaction and product diversity on live-streaming effects but exerting a negative moderating role on the impact of live-streaming duration. This paper enriches live-streaming commerce theory and provides novel insights for emerging brand cultivation.

Keywords: Live-streaming commerce, Emerging brands, Brand reputation, Short-term financial effects, Growth potential