Social influence and channel competition in the live-streaming market.
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| Title: | Social influence and channel competition in the live-streaming market. |
|---|---|
| Authors: | Peng, Jing1 (AUTHOR), Zhang, Jianghua2 (AUTHOR), Nie, Tengfei2 (AUTHOR) ntf198602@sdu.edu.cn |
| Source: | Annals of Operations Research. Jan2025, Vol. 344 Issue 2, p617-645. 29p. |
| Subjects: | Social influence, Matthew effect, Consumers' surplus, Bargaining power, Influencer marketing |
| Abstract: | We study the impacts of social influence on the stakeholders in the live-streaming market by considering a one-to-two channel in which a common manufacturer sells products via two heterogeneous influencers who may compete for sales. In such a market, consumer purchase decisions depend not only on their intrinsic preferences but also on their social utilities. We adopt a multiunit bilateral bargaining framework to investigate parallel negotiations between the manufacturer and each influencer and determine a rational expectations equilibrium. Our analysis shows that as the social influence level increases, the stronger influencer gradually cannibalizes the weaker influencer's market share. Moreover, the stronger influencer's profit is always enhanced from live streaming due to the social influence but the weaker influencer's profit may not. The results highlight that the social influence combined with channel competition results in the so-called Matthew effect, which describes the phenomenon that the rich get richer while the poor get poorer in societies. Besides, as the social influence level increases, the manufacturer should switch from cooperating with both influencers to cooperating with the stronger one. In addition, whether the manufacturer's profit is enhanced from live streaming depends on influencers' intrinsic differences, social influence levels and the relative value of influencers' bargaining power. Finally, we find that even if the prices of the product sold by influencers are higher than those sold without social influence, consumer surplus is always enhanced from live streaming. [ABSTRACT FROM AUTHOR] |
| Copyright of Annals of Operations Research is the property of Springer Nature and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Engineering Source |
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| Header | DbId: egs DbLabel: Engineering Source An: 182278095 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 0 |
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| Items | – Name: Title Label: Title Group: Ti Data: Social influence and channel competition in the live-streaming market. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Peng%2C+Jing%22">Peng, Jing</searchLink><relatesTo>1</relatesTo> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Zhang%2C+Jianghua%22">Zhang, Jianghua</searchLink><relatesTo>2</relatesTo> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Nie%2C+Tengfei%22">Nie, Tengfei</searchLink><relatesTo>2</relatesTo> (AUTHOR)<i> ntf198602@sdu.edu.cn</i> – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22Annals+of+Operations+Research%22">Annals of Operations Research</searchLink>. Jan2025, Vol. 344 Issue 2, p617-645. 29p. – Name: Subject Label: Subjects Group: Su Data: <searchLink fieldCode="DE" term="%22Social+influence%22">Social influence</searchLink><br /><searchLink fieldCode="DE" term="%22Matthew+effect%22">Matthew effect</searchLink><br /><searchLink fieldCode="DE" term="%22Consumers'+surplus%22">Consumers' surplus</searchLink><br /><searchLink fieldCode="DE" term="%22Bargaining+power%22">Bargaining power</searchLink><br /><searchLink fieldCode="DE" term="%22Influencer+marketing%22">Influencer marketing</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: We study the impacts of social influence on the stakeholders in the live-streaming market by considering a one-to-two channel in which a common manufacturer sells products via two heterogeneous influencers who may compete for sales. In such a market, consumer purchase decisions depend not only on their intrinsic preferences but also on their social utilities. We adopt a multiunit bilateral bargaining framework to investigate parallel negotiations between the manufacturer and each influencer and determine a rational expectations equilibrium. Our analysis shows that as the social influence level increases, the stronger influencer gradually cannibalizes the weaker influencer's market share. Moreover, the stronger influencer's profit is always enhanced from live streaming due to the social influence but the weaker influencer's profit may not. The results highlight that the social influence combined with channel competition results in the so-called Matthew effect, which describes the phenomenon that the rich get richer while the poor get poorer in societies. Besides, as the social influence level increases, the manufacturer should switch from cooperating with both influencers to cooperating with the stronger one. In addition, whether the manufacturer's profit is enhanced from live streaming depends on influencers' intrinsic differences, social influence levels and the relative value of influencers' bargaining power. Finally, we find that even if the prices of the product sold by influencers are higher than those sold without social influence, consumer surplus is always enhanced from live streaming. [ABSTRACT FROM AUTHOR] – Name: AbstractSuppliedCopyright Label: Group: Ab Data: <i>Copyright of Annals of Operations Research is the property of Springer Nature and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
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| RecordInfo | BibRecord: BibEntity: Identifiers: – Type: doi Value: 10.1007/s10479-023-05548-3 Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 29 StartPage: 617 Subjects: – SubjectFull: Social influence Type: general – SubjectFull: Matthew effect Type: general – SubjectFull: Consumers' surplus Type: general – SubjectFull: Bargaining power Type: general – SubjectFull: Influencer marketing Type: general Titles: – TitleFull: Social influence and channel competition in the live-streaming market. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Peng, Jing – PersonEntity: Name: NameFull: Zhang, Jianghua – PersonEntity: Name: NameFull: Nie, Tengfei IsPartOfRelationships: – BibEntity: Dates: – D: 15 M: 01 Text: Jan2025 Type: published Y: 2025 Identifiers: – Type: issn-print Value: 02545330 Numbering: – Type: volume Value: 344 – Type: issue Value: 2 Titles: – TitleFull: Annals of Operations Research Type: main |
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