Abstract
Live commerce uses digital communication technology (e.g., social media) to enable viewers to purchase featured products on their devices while watching a livestream. The purpose of this study is to clarify the considerations and decisions that managers should reflect upon before implementing live commerce as part of their business models. Taking a qualitative approach to investigating three live commerce cases, this chapter builds a theory of the managerial implications of using live commerce as part of a company's business model. The theory consists of 10 sub-dimensions that are connected to three dimensions of live commerce: 1) strategic integration, 2) the live event in practice, and 3) host and viewer alignment. Each sub-dimension includes key considerations that companies can use as a starting point for strategic reflection and discussions prior to implementing live commerce.
Originalsprog | Engelsk |
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Titel | Handbook of Research on Business Model Innovation Through Disruption and Digitalization |
Redaktører | Erik Stavnsager Rasmussen, Nicolaj Hannesbo Petersen |
Forlag | IGI global |
Publikationsdato | 2023 |
Sider | 298-319 |
Kapitel | 17 |
ISBN (Trykt) | 9781668448953 |
Status | Udgivet - 2023 |