Emotional ups and downs boost engagement but reduce sales in livestream influencer selling

Influencers who frequently switch between emotions during livestreams may attract more likes and comments, but they are likely to sell fewer products, according to new research from QUT.

Published in the Journal of the Academy of Marketing Science, the research analyzed more than 12,900 product pitches and 80,600 minute-by-minute observations across 1,308 livestream selling sessions. ...