Can Social Technologies Drive Purchases in E-Commerce Live Streaming? An Empirical Study of Broadcasters' Cognitive and Affective Social Call-To-Actions

As an emerging social technology, live streaming has facilitated a synchronous and interactive selling setting for e-commerce sellers and consumers. Despite growing operations management (OM) in e-commerce live streaming (ELS), prior literature has largely neglected the directive social operations of ELS broadcasters, which are crucial to a company's business operations and marketing strategies. To mitigate this gap, we investigate the effects of social call-to-actions (SCTAs), an ELS-specific directive social operation, on consumer purchase outcomes in ELS. To explicate the mechanisms driving the purchase effect of SCTAs, we draw upon the notions of cognitive and affective marketing appeals to categorize SCTAs into two types: cognitive and affective SCTAs. We measure broadcasters' SCTAs from ELS speech-to-text data using text mining techniques and adopt econometric model estimations via an instrumental variables identification approach to quantify the relationship between ELS broadcasters' SCTAs and consumer purchases. Our results uncover a significant positive purchase effect of affective SCTAs but an insignificant effect of cognitive SCTAs on product-level purchase orders in ELS. Specifically, a one-unit increase in affective SCTA-related words per minute is related to increased purchase orders of a product by 0.43%, i.e., averaging a 1.10% growth in demand per minute. Additionally, we find that the effects of cognitive and affective SCTAs are contingent on product and broadcaster types. Our session-level mediation effect analysis verifies the underlying mechanisms that drive the purchase effects of broadcasters' SCTAs. Specifically, we find that cognitive SCTAs impede social engagements and thereby purchases, whereas affective SCTAs can boost social engagements, leading to increased session traffic and ultimately product sales in ELS. Our study provides novel empirical findings and important practical implications for ELS platforms and broadcasters.