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The research aims to investigate live broadcasting with online celebrities in influencing online consumer behavior, as well as their tendencies to adopt online payment in consideration of privacy concerns. The research adopts qualitative open-ended interviews, using purposive sampling, synthesized with thematic analysis, to produce new insights of live streaming for recommendations as effective digital marketing approach today.

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Privacy Fog of Live Broadcast Industry: How to Achieve a Balance Between Marketers’ Interests and Online Purchasers’ Benefits?

  • 会议论文

  • 发表日期：

    2025年

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  • Poh Hwa Eng,
  • Ran Long Liu,
  • Bohan Yang,
  • Jun Ling

摘要

The research aims to investigate live broadcasting with online celebrities in influencing online consumer behavior, as well as their tendencies to adopt online payment in consideration of privacy concerns. The research adopts qualitative open-ended interviews, using purposive sampling, synthesized with thematic analysis, to produce new insights of live streaming for recommendations as effective digital marketing approach today.