The Effect of Social Media Live-streaming Marketing on Consumers Engagement and Purchase Intention of Instant Noodle in China

Xinyu Zhang

doi:10.6981/FEM.202412_5(12).0002

Authors

Xinyu Zhang

DOI:

https://doi.org/10.6981/FEM.202412_5(12).0002

Keywords:

Live-streaming Marketing; Instant Noodle; Douyin; Uses and Gratification Theory; Consumer Engagement.

Abstract

Live-streaming on social media provides an innovative and interactive channel for companies to communicate with remote consumers, which is effective for product marketing. Live-streaming commerce in China has witnessed the most significant development and achievement. Previous researches have identified the positive effect of live-streaming on Chinese consumers’ engagement and purchase act. However, less specific studies focus on particular product category and live-streaming platform. This research focuses on Douyin platform and instant noodle products in China. By applying Uses and Gratification Theory, this research explores the effect of Utilitarian Gratification (product information searching, perceived cost-effective deal), Hedonic Gratification (enjoyment, immersive experience) and Social Gratification (social interaction, consumer-streamer similarity). With online self-administered questionnaire, 248 valid data of Chinese consumers are collected for quantitative analysis. Final results illustrate that immersive experience, social interaction and consumer-streamer similarity positively impact consume engagement during live-streaming marketing of instant noodle on Douyin. While consumer engagement positively leads to purchase intention. Then, suggestions for instant noodle companies’ live-streaming marketing strategy are presented. Finally, this research provides conducive understanding about the outcome of social media live-streaming marketing on consumers’ engagement and purchase intention.

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