Maximizing sales: the art of short video creation in livestream e-commerce

Basit Öğe Kaydı
dc.authorscopusidDursun Delen / 55887961100
dc.authorwosidDursun Delen / AGA-9892-2022
dc.contributor.authorWang, Tong-Yuan
dc.contributor.authorChen, Yi
dc.contributor.authorChen, Zhen-Song
dc.contributor.authorDeveci, Muhammet
dc.contributor.authorDelen, Dursun
dc.date.accessioned2025-04-17T12:41:22Z
dc.date.available2025-04-17T12:41:22Z
dc.date.issued2025
dc.departmentİstinye Üniversitesi, Mühendislik ve Doğa Bilimleri Fakültesi, Endüstri Mühendisliği Bölümü
dc.description.abstractLivestream e-commerce has experienced significant growth in recent years. However, with the intensification of competition, the problem of inadequate exploration of consumer demands has become increasingly prominent and important, which puts key opinion leaders (KOLs) at a disadvantage when cooperating with brand-owners. To tackle this issue, many KOLs have begun using high-quality short videos to provide detailed product information, establish consumer trust, and sell products through live streaming, which is defined as the "short video + livestream" marketing strategy. In this paper, we examine the added value of short video content for consumers and the resulting traffic revenue for KOLs. Furthermore, a game-theoretic model is developed to demonstrate the impact of the "short video + livestream" marketing strategy on the selection of selling modes in livestream e-commerce. The results show that brand-owners and KOLs can benefit from either mode and achieve a mutually beneficial outcome under certain conditions. Moreover, we observe that the brand-owner can be better off in the agency selling mode when the commission rate is low, while the KOL's preference shifts from the wholesale mode to the commission mode and then back to the wholesale mode with the commission rate increases. Finally, we further examine the value of the "short video + livestream" marketing strategy for both the brand-owner and the KOL.
dc.description.sponsorshipMajor Research Projects of Philosophy and Social Sciences in Universities of Henan Province National Natural Science Foundation of China Philosophy and Social Science Planning Annual Foundation of Henan Province
dc.identifier.citationWang, T. Y., Chen, Y., Chen, Z. S., Deveci, M., & Delen, D. (2025). Maximizing sales: The art of short video creation in livestream e-commerce. Computers & Industrial Engineering, 200, 110824.
dc.identifier.doi10.1016/j.cie.2024.110824
dc.identifier.endpage20
dc.identifier.issn0360-8352
dc.identifier.issn1879-0550
dc.identifier.scopus2-s2.0-85214304827
dc.identifier.startpage1
dc.identifier.urihttp://dx.doi.org/10.1016/j.cie.2024.110824
dc.identifier.urihttps://hdl.handle.net/20.500.12713/6252
dc.identifier.volume200
dc.identifier.wosWOS:001412294600001
dc.identifier.wosqualityQ1
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.institutionauthorDelen, Dursun
dc.institutionauthoridDursun Delen / 0000-0001-8857-5148
dc.language.isoen
dc.publisherElsevier ltd
dc.relation.ispartofComputers and industrial engineering
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.subjectDecision Support Systems
dc.subjectGame Theory
dc.subjectLivestream E-Commerce
dc.subjectSales Maximization
dc.subjectSelling Mode
dc.subjectShort Video Creation
dc.titleMaximizing sales: the art of short video creation in livestream e-commerce
dc.typeArticle

Dosyalar

Orijinal paket
Listeleniyor 1 - 1 / 1
Küçük Resim Yok
Ä°sim:
1-s2.0-S036083522400946X-main.pdf
Boyut:
2.03 MB
Biçim:
Adobe Portable Document Format
Ä°ndir
Lisans paketi
Listeleniyor 1 - 1 / 1
Küçük Resim Yok
Ä°sim:
license.txt
Boyut:
1.17 KB
Biçim:
Item-specific license agreed upon to submission
Açıklama:
Ä°ndir

Koleksiyon

Endüstri Mühendisliği Bölümü Makale Koleksiyonu