Emotion Switching Affects Livestream Sales

A study by Queensland University of Technology (QUT) reveals a trade-off between engagement and sales effectiveness in livestream marketing, finding that influencers who frequently shift between emotions—such as excitement, humor, or sincerity—gain higher viewer interaction but achieve lower product sales. Published in the *Journal of the Academy of Marketing Science*, the research analyzed over 12,900 product pitches and 80,600 minute-by-minute observations from 1,308 livestream selling sessions, identifying a clear correlation between emotional variability and audience response metrics. While emotional shifts boosted likes and comments, they inversely affected conversion rates, suggesting that viewers prioritized entertainment over purchasing intent in such scenarios.

The study, led by Dr. Yifan Zhang, highlights that consistent emotional expression—such as maintaining a focused, enthusiastic tone—correlated with stronger sales outcomes. Emotional inconsistency, however, may have confused viewers or diluted the perceived authenticity of the product pitch. Researchers noted that platforms like Taobao and TikTok, where livestreaming is prevalent, could benefit from balancing engagement strategies with sales optimization. The findings underscore the nuanced role of influencer behavior in digital commerce, where audience expectations for both entertainment and trustworthiness shape purchasing decisions.

For brands and marketers, the research suggests a need to tailor influencer strategies to specific goals: prioritizing emotional diversity for viral reach or stability for transactional success. As livestreaming continues to grow as a retail channel, understanding these dynamics could help businesses refine their approaches to maximize both engagement and revenue. The QUT team plans further studies to explore how cultural factors and platform algorithms influence these trends.