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Optimizing Influencer Mix Strategies for Livestream Commerce: Insights from China Cover

Optimizing Influencer Mix Strategies for Livestream Commerce: Insights from China

NIM Marketing Intelligence Review
Volume 17 (2025): Issue 1 (May 2025)
By: ,   and    
Open Access
|Apr 2025
Figures & tables

Figures & Tables

FIGURE 1

Success factors in an influencer’s commercial livestream experience

AsiaVision, Mihail Minea / 500px, akinbostanci, Oscar Wong, get tyimages; Midjourney AI, prompt GCO

FIGURE 2

Effects of different influencer strategies in livestream commerce

visualspace, MTStock Studio, mar tin-dm, get tyimages; Midjourney AI, prompt GCO

Midjourney AI, prompt GCO

DOI: https://doi.org/10.2478/nimmir-2025-0006 | Journal eISSN: 2628-166X (formerly 1865-5866)
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Language: English
Page range: 36 - 41
Published on: Apr 19, 2025
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Keywords:
Livestream Commerce,
Influencer Marketing,
Mega Influencers,
Small Influencers,
China’s Livestreaming Ecosystem
Related subjects:
Business and economics,
Political economics,
Public finance and fiscal theory,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business management, other

© 2025 Xian Gu, Xiaoxi Zhang, P. K. Kannan, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 License.

Volume 17 (2025): Issue 1 (May 2025)
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