Stream-In or Stream-Out? Comparing Sales Impacts of In-House and Influencer-Partnered Livestreaming – MSI

Working Paper

Stream-In or Stream-Out? Comparing Sales Impacts of In-House and Influencer-Partnered Livestreaming

Zining Wang, Yanwen Wang, Shuai Yang and Hongju Liu

Mar 21, 2025

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Analyzes videos and daily purchase data to determine how external influencers and in-house livestreaming affect apparel sales.

Topics

brands & branding Marketing Capabilities Social Media & Social Influencers

research recap

Make or Buy? The Sales Impact of In-House versus Influencer Livestreaming Key takeaway

Today the “make or buy” decision facing brands is whether to partner with influencers or do their own livestreaming? While “mega” influencers can help build brand awareness, goodwill, and reputation over time, in-house livestreaming is a cost-effective approach for smaller brands to increase sales, improve visibility, and foster customer loyalty.

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