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.
| Original language | English |
|---|---|
| Title of host publication | Handbook of Research on Business Model Innovation Through Disruption and Digitalization |
| Editors | Erik Stavnsager Rasmussen, Nicolaj Hannesbo Petersen |
| Publisher | IGI global |
| Publication date | 2023 |
| Pages | 298-319 |
| Chapter | 17 |
| ISBN (Print) | 9781668448953 |
| Publication status | Published - 2023 |