The Impact Of Social Media Live Streaming Platform Heterogeneity On Online Retailers' Sales

With the use of smart phones and the rapid construction of infrastructure,new forms of entertainment are enriching people's lives.At the same time,live broadcasting in emerging industries is developing rapidly in China,which has brought a new form of advertising-social media live advertising.Live advertising has attracted the attention of enterprises due to its high interactivity and high immersion.This has aroused widespread thinking.While live broadcast advertising enriches the original traditional advertising forms,it also brings many questions worth studying,such as how to use consumer participation to improve the effect of social media live advertising,how advertisers adjust the number of advertisements and the frequency of advertisements for maximizing profits.Online retailers will also publish multiple social media live advertisements to improve advertising effectiveness,but there are few studies on how the platform heterogeneity of social media live advertisements affects online retailers' sales.Based on the social interaction theory and heterogeneity related theory,this paper divides the platform heterogeneity of social media live advertising into consumer participation heterogeneity and information presentation heterogeneity,and establishes a corresponding theoretical model.The empirical part uses the data of 143 online retailers' live social media advertising as samples,and uses a combination of empirical and theoretical methods to research,and analyzes the platform heterogeneity of social media live advertising to improve online retailers' sales.The first-mover advantage of online retailers is introduced as a moderating factor.The results show that the heterogeneity of consumer participation in social media live advertising has a significant positive impact on sales,and the heterogeneity of information presentation has a significant negative impact on online retailer sales.It is necessary to control the heterogeneity of the information in its live social media advertisements published on multiple platforms.First-mover advantage negatively regulates the impact of the platform heterogeneity of social media live advertising on online retailers' sales.Online retailers that enter market earlier have greater first-mover advantage and are less affected by the platform heterogeneity of live social media advertising.