@inproceedings{e7ae596214fe48d5a6f7ab696d245848,
title = "Everyone can be a star: Quantifying grassroots online sellers' live streaming effects on product sales",
abstract = "With the rise of live streaming in popular culture, it has begun to attract interest from the research community. Despite recent research focusing on understanding the behaviors of people engaging live streaming and motivations behind them, we know little about how live streaming affects commercial aspects of modern life. In this paper, we employ two matching methods with difference-in-difference (DID) approach to establish a causal relationship between the adoption of live streaming strategy by online retailers and online product sales. Both results indicate that adopting live streaming strategy significantly boosts online product sales. This work is the first empirical study, to the best of our knowledge, that quantifies the effect of adopting live streaming strategy on online sales.",
keywords = "Difference-in-difference, E-commerce, Live streaming, Social media",
author = "Cheng Chen and Yingda Lu and Yuheng Hu and Yili Hong",
year = "2018",
month = jan,
day = "1",
language = "English (US)",
series = "International Conference on Information Systems 2018, ICIS 2018",
publisher = "Association for Information Systems",
booktitle = "International Conference on Information Systems 2018, ICIS 2018",
address = "United States",
note = "39th International Conference on Information Systems, ICIS 2018 ; Conference date: 13-12-2018 Through 16-12-2018",
}