The Economic Consequences Of Listed Companies’ Influencer Marketing

Since 2020,the COVID-19 pandemic has caused enormous impact on companies of all sizes around the world.The creation for new growth points is the only way out of the predicament.Finding new development avenues is the primary task of driving corporate recovery.Therefore,in recent years,companies have begun to turn their attention to the live streaming,which is an emerging marketing model.Different from the traditional marketing model abroad,live streaming is a unique marketing model developed in the domestic specific environment.With the development of the Internet,the marketing model of enterprises is also changing,and live streaming has gradually become one of the approaches for some of the enterprises to promote themselves.The model of influencer marketing is that the celebrities combine "live" with "sale" to sell merchandise during the live broadcast.The marketing model of live broadcast is enterprises employ internet celebrities help them sell products by paying advertising space fees and commissions,in order to reduce the sales procedures and promote the performance of companies.However,live streaming also has its own problems,such as data fraud and inflated traffic.And what economic consequences will live streaming have on listed companies?This paper takes the influencer marketing of Mengjie Co.,LTD as a research object to explore the effect of live streaming on the value of listed companies.According to the research,in the short term,the attention of investors has increased significantly after the company announced the strategic cooperation agreement in live streaming.Which has provoked market reaction while excess cumulative returns were significantly positive.In the long run,the company’s performance does not have new signs of surging,and has shown a downward trend.Specifically,EVA continued to be negative,and operating profit and net profit declined,indicating that live streaming did not bring real performance growth to the company.The research in this paper shows that Mengjie’s live streaming marketing model is an opportunistic behavior,which harms the company’s long-term development while seeking short-term private interests.According to the research conclusions,this paper believes that:(1)Enterprises should treat influencer marketing rationally and choose the most suitable anchor for cooperation.(2)The platform should focus on subdividing the training direction of anchors and serving enterprises well at the same time.(3)Government departments should ensure that the penalties for illegal acts are increased and the information disclosure system is fully implemented.