As an emerging social technology， live streaming has facilitated a synchronous and interactive selling setting for e-commercesellers and consumers. Despite growing operations management in e-commerce live streaming ， the 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 investigated the effects of social call-to-actions ， 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 relationships 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.
哈喽，大家好，我是左十一今天又来给大家分享多拿金币的小技巧以及疑难杂症的解决方法了，今天主要给大家带来，我们平时在逛街看直播间以及看直播间广告的过程中有哪些坑我们很多朋友一直都在才，而这些肯定都会降低我们的活跃度。
11月19日，有报告指出刚被百度收购的YY直播存在“数据造假”问题。该报告称，欢聚时代旗下YY直播89.5%为虚假收入，粉丝几乎都是公司购买的机器人，打赏则是平台返的礼物。以知名主播“摩登兄弟”为例，即便不在播也有大量来自YY服务器的打赏。
5月13日，有消息称，淘宝已上线“高退款人群屏蔽”功能，服饰商家可在自定义推广页面设置屏蔽人群，既可以完全屏蔽高退款人群和异常退款人群，不再触达，也可以对退款率较高人群减少曝光。对此，淘宝工作人员对记者表示：情况属实。
“你刷小火箭，我就送嘉年华”……网络直播间经常上演激情打赏、攀比刷榜的喧闹场景，引得众多网友围观，有的人甚至热血沸腾，疯狂跟风。打赏和榜单是网络直播的标配。在各大直播间内，位居打赏榜首的“榜一大哥”“牌面”最大。
最近呢，我发现有些大主播和老铁陆续备胎，抖音的管控越来越严，我们知道经常违规呢，会影响直播间流量下滑，所以我也抓紧学习，给大家总结一下直播间新人开播的十个雷区，最后一个啊，最严重这条是有点长，记不住的，先点赞收藏慢慢看。
光明日报北京8月31日电近日，各大高校陆续开学复课，校园又恢复了生机。从9月1日至9月30日，2020高校招生服务光明大直播后续活动——“优秀校园主播展示”活动点赞通道也将正式开启，各高校校园主播又将同台竞技，再展风采。
