Search results

Driven by the rapid expansion of online retail and the surge in livestream commerce, the impact of different livestream mode on brand and platform performance has become a critical issue. This paper analyzes the impact of artificial intelligence (AI) and key opinion leader (KOL) livestream on the profitability of brands and the platform, incorporating the effects of horizontal interactions to identify the optimal livestream mode.

This paper develops a model of a platform supply chain involving two brands and a platform, where each brand independently decides whether to utilize KOL or AI livestream. Applying Stackelberg game approach, the study derives equilibria for various livestream scenarios, identifying the optimal livestream mode for both parties. Additionally, the model is extended to incorporate asymmetric market potential and network externality to evaluate their impact on a brand’s choice of livestream mode.

Several interesting and important results are derived in this paper. Firstly, it is found that AI livestream enables brands to leverage network externality and mitigate the market disadvantage, thereby gaining a competitive advantage. Secondly, while KOL livestream promotes trust, the medium KOL commission rates could cause brands to be trapped in a prisoner’s dilemma, and excessively high commission rates may render them less profitable. Thirdly, the KOL commission rate, network externality intensity, horizontal interactions and market disadvantage are critical determinants influencing a brand’s choice of livestream mode.

This study is the first to investigate the effects of horizontal interactions, asymmetric market potential and asymmetric network externality on livestream mode selection by brands within a platform supply chain. The research provides valuable insights into optimizing livestream strategies to enhance brand profitability.

The study aims to construct a model that illustrates the relationship between receiving and sharing negative electronic word-of-mouth (e-WOM), consumer resistance to innovation (CRI), and customer loyalty.

Utilizing questionnaire surveys and regression model analysis, this study examines the case of smartphones to explore the impact of customer loyalty and CRI on the spread of negative e-WOM.

The results show that when consumers receive negative e-WOM, it increases their resistance to innovation, consequently raising the probability of them sharing this negative feedback. However, strong customer loyalty mitigates this interaction. Interestingly, customer loyalty increases the likelihood of consumers sharing negative e-WOM upon receiving it. This suggests that loyal consumers tend to be more inclined to share information, regardless of its positivity or negativity.

The paper contributes by examining the mechanisms linking the receipt and dissemination of e-WOM, CRI, and customer loyalty, along with the moderating impact of customer loyalty.

This study conducts a comparative analysis of the diversification effects of China's national carbon market (CEA) and the EU ETS Phase IV (EUA) within major commodity markets.

The study employs the TVP-VAR extension of the spillover index framework to scrutinize the information spillovers among the energy, agriculture, metal, and carbon markets. Subsequently, the study explores practical applications of these findings, emphasizing how investors can harness insights from information spillovers to refine their investment strategies.

First, the CEA provide ample opportunities for portfolio diversification between the energy, agriculture, and metal markets, a desirable feature that the EUA does not possess. Second, a portfolio comprising exclusively energy and carbon assets often exhibits the highest Sharpe ratio. Nevertheless, the inclusion of agricultural and metal commodities in a carbon-oriented portfolio may potentially compromise its performance. Finally, our results underscore the pronounced advantage of minimum spillover portfolios; particularly those that designed minimize net pairwise volatility spillover, in the context of China's national carbon market.

This study addresses the previously unexplored intersection of information spillovers and portfolio diversification in major commodity markets, with an emphasis on the role of CEA.