Journal of Small Business and Entrepreneurship Development

Strategies for Live-streaming as a Marketing Tool: A Systematic Literature Review
Qu Yuyuan

Abstract
Hundreds of thousands of owners of SMEs are seeking to apply deep cultivation of e-commerce live-streaming mode so as to achieve sales revenue growth, of which it can realize targets of lower-cost, higher-efficiency and wider-influence. This led to a thriving trend and phenomena that leaders or operators of SMEs strive to take advantages of social media platforms to establish self-running windows for E-commerce live streaming to promote sales performance especially during the time of profound influence of the COVID-19 pandemic on the global trade and business. Therefore, e-commerce live-streaming has been widely used as a marketing tool for increasing sales revenue among SMEs all over China. While numerous SMEs are highly lack of instructions and strategies about usage directions instructions of E-commerce live streaming. This article highly focused on searching and concluding the specific strategies of E-commerce live streaming by Systematic Literature Review (SLR) method among SMEs in China, the scope of this study covered many journal articles and authoritative research reports. The live-streaming platforms mentioned in this study mainly focused on APPs from China including diantao(APP)?TikTok(douyin APP)?Kuaishou(APP), etc. which delineate in scope of E-commerce live-streaming of China in this study.

Full Text: PDF     DOI: 10.15640/jsbed.v10n1a1