Research On The Influencing Factors Of Live Marketing Effect Under The Background Of Covid-19

From the first year of live broadcasting in 2016 to the current live broadcasting boom,live broadcasting has experienced development and change again and again.Live broadcast from the original entertainment platform,into a set of commercial value and entertainment value in one of the social platform.As a gathering place of traffic,live broadcast has become a window to connect audiences and a new direction of brand marketing.At the beginning of 2020,the spread of a new type of coronavirus in China brought all offline activities to an abrupt halt,and the Internet became the only channel for mutual communication.Live broadcasting is the most popular channel for information dissemination in the current Internet age,there were unprecedented opportunities for development during the outbreak.Live marketing activities that live goods as a live platform in recent years,the new development of the plate,but also has an unpredictable dividend.During the outbreak,the same star trapped in the home to join a large range of live marketing activities,to participate in live delivery,once again to the climax of live marketing.The huge benefits brought by the live broadcast marketing activities of stars not only promoted the macro-economic development of society,but also met the basic living needs of the audience during the epidemic period,it also changes the lifestyle of the audience and the perception of that lifestyle.Due to the sudden outbreak of star live cargo dividends,many profiteers “Learn”star cargo mode,want to live cargo industry share,but blind learning can not achieve the desired results.This paper is based on the methods of literature analysis,Content Analysis,questionnaire survey and so on.It is based on the theories of communication,marketing and sociology,starting with the basic communication factors of stars participating in the live broadcast marketing activities,this paper probes into which factors will have an impact on the communication effect of the live broadcast marketing activities.First of all,based on the literature analysis,the influence of consumer factor,opinion leader factor,live broadcast content factor and other relevant factors on the communication effect is extracted,based on the previous research and relevant literature,thirteen hypotheses are put forward.Second,the hypotheses were tested through in-depth interviews,questionnaires,and Content analysis.Finally,the summary analysis,summarizes the concrete influence factor which affects the dissemination effect and carries on the collation analysis.According to the analysis results,it is pointed out that in the current star live broadcast marketing,that is,live broadcast with goods activities,the lack of a certain degree of professionalism of the star as an anchor,the replacement of the star’s influence in the live broadcast marketing activities,and the audience’s consumption impulse in the live studio.In the end of the paper,the author puts forward some suggestions which can not only promote the growth of the spread effect but also promote the healthy development of the star live broadcast marketing.