A Brief Analysis of the Marketing Effectiveness of Jewelry Live Streaming Based on the SICAS Model
Year: 2024
Type: article
Abstract: This study examines the application of the SICAS model in evaluating the marketing effectiveness of jewelry live streaming. By analyzing five key dimensions-perception, interaction, communication, acquisition, and sharing the research highlights factors influencing consumer engagement, purchasing behavior, and post-purchase advocacy. Findings indicate that visual appeal, host performance, storytelling, and tailored promotions significantly impact live streaming success. The study also explores the role of emerging technologies, such as augmented reality and artificial intelligence, in enhancing personalization and audience targeting. Recommendations focus on improving engagement strategies and fostering long-term customer loyalty to optimize live streaming outcomes.
Author: Huixia Ma
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4409981816