Significance of Live Streaming in Shaping Business: A Critical Review and Analytical Study  

作　　者：Nasir Uddin Nasir Uddin(Analytics & Systems Department, University of Bridgeport, Bridgeport, CT, USA)

机构地区：[1]Analytics & Systems Department, University of Bridgeport, Bridgeport, CT, USA

出　　处：《Social Networking》2024年第3期35-43,共9页社交网络（英文）

摘　　要：With the rise of live streaming on social media, platforms like Facebook, Instagram, and YouTube have become powerful business tools. They enable users to share live videos, fostering direct connections between businesses and their customers. This critical literature review paper explores the impact of live streaming on businesses, focusing on its role in attracting and satisfying consumers by promoting products tailored to their needs and wants. It emphasizes live streaming’s crucial role in engaging customers, a key to business growth. The study also provides viable strategies for businesses to leverage live streaming for growth and customer engagement, underscoring its importance in the business landscape.With the rise of live streaming on social media, platforms like Facebook, Instagram, and YouTube have become powerful business tools. They enable users to share live videos, fostering direct connections between businesses and their customers. This critical literature review paper explores the impact of live streaming on businesses, focusing on its role in attracting and satisfying consumers by promoting products tailored to their needs and wants. It emphasizes live streaming’s crucial role in engaging customers, a key to business growth. The study also provides viable strategies for businesses to leverage live streaming for growth and customer engagement, underscoring its importance in the business landscape.

关 键 词：Live Streaming Social Media Business Impact Consumer Decision-Making Brand Community Interactive Marketing Facebook Live Instagram Live Product Reviews Online Consumer Behavior Self-Determination Theory (SDT) Live Video Marketing 

分 类 号：TP3[自动化与计算机技术—计算机科学与技术]