title: ÐÑÑÐ¼ÑÐµ ÑÑÐ¸ÑÑ ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐµÑÑÑ
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Live streaming as a promotional tool in social media
Creators: name: ÐÐ°Ð¾ ÐÐ¸Ð½ÑÑ
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2023
Subjects: ÑÐµÐ»ÐµÐ±ÑÐ¸ÑÐ¸
Ð¿ÑÑÐ¼Ð¾Ð¹ ÑÑÐ¸Ñ
ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð°Ñ ÑÐµÑÑ
Ð½ÐµÐ·Ð°Ð²Ð¸ÑÐ¸Ð¼ÑÐµ Ð¿ÐµÑÐµÐ¼ÐµÐ½Ð½ÑÐµ
Ð¼Ð¾Ð´ÐµÐ»Ñ
Ð³Ð¾ÑÐ¾Ð²Ð½Ð¾ÑÑÑ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹ Ðº Ð¿Ð¾ÐºÑÐ¿ÐºÐµ
smm
selebrity
live streaming
social media
independent variables
model
purchase willingness

description: Ð¦ÐµÐ»ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ Ð¾Ð±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¿ÑÑÐ¼ÑÑ ÑÑÐ¸ÑÐ¾Ð² ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ° Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÑÐ¾Ð²Ð°ÑÐ¾Ð² ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐµÑÑÑ. ÐÑÐµÐ´Ð¼ÐµÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: ÑÐ°ÐºÑÐ¾ÑÑ Ð²Ð»Ð¸ÑÐ½Ð¸Ñ ÑÐµÐ»ÐµÐ±ÑÐ¸ÑÐ¸ Ð½Ð° Ð³Ð¾ÑÐ¾Ð²Ð½Ð¾ÑÑÑ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹ Ðº Ð¿Ð¾ÐºÑÐ¿ÐºÐµ Ð²Ð¾ Ð²ÑÐµÐ¼Ñ Ð¿ÑÑÐ¼Ð¾Ð³Ð¾ ÑÑÐ¸ÑÐ° ÐÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: ÐºÐ¾Ð½ÑÐµÐ½ÑÐ½ÑÐ¹ Ð¸ ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, Ð°Ð½ÐºÐµÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ, ÑÐ±Ð¾Ñ Ð¸ Ð¾Ð±ÑÐ°Ð±Ð¾ÑÐºÐ° Ð´Ð°Ð½Ð½ÑÑ, ÐºÐ¾ÑÑÐµÐ»ÑÑÐ¸Ð¾Ð½Ð½ÑÐ¹ Ð¸ ÑÐµÐ³ÑÐµÑÑÐ¸Ð¾Ð½Ð½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·. ÐÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: - Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ð° Ð´Ð¸Ð½Ð°Ð¼Ð¸ÐºÐ° ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐµÑÐµÐ¹ Ð² Ð Ð¾ÑÑÐ¸Ð¸ Ð¸ Ð¼Ð¸ÑÐµ - Ð¾Ð±Ð¾Ð±ÑÐµÐ½ Ð¾Ð¿ÑÑ ÑÑÐ¿ÐµÑÐ½ÑÑ Ð¿ÑÑÐ¼ÑÑ ÑÑÐ¸ÑÐ¾Ð² Ð¿Ð¾ Ð¿ÑÐ¾Ð´Ð°Ð¶Ðµ ÑÐ¾Ð²Ð°ÑÐ¾Ð² ÐºÐ¸ÑÐ°Ð¹ÑÐºÐ¸Ð¼Ð¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸ÑÐ¼Ð¸ - Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ñ ÑÐ°ÐºÑÐ¾ÑÑ Ð²Ð»Ð¸ÑÐ½Ð¸Ñ Ð½Ð° Ð³Ð¾ÑÐ¾Ð²Ð½Ð¾ÑÑÑ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»Ñ ÑÐ¾Ð²ÐµÑÑÐ¸ÑÑ Ð¿Ð¾ÐºÑÐ¿ÐºÑ Ð² Ð¿ÑÐ¾ÑÐµÑÑÐµ Ð¿ÑÑÐ¼Ð¾Ð³Ð¾ ÑÑÐ¸ÑÐ° Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð° Ð¼Ð¾Ð´ÐµÐ»Ñ S-O-R, - ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð° Ð¸ ÑÐ°ÑÐ¿ÑÐ¾ÑÑÑÐ°Ð½ÐµÐ½Ð° Ð² ÑÐµÑÐ¸ ÐÐ½ÑÐµÑÐ½ÐµÑ Ð°Ð½ÐºÐµÑÐ°, Ð¿Ð¾Ð´ÑÐ²ÐµÑÐ¶Ð´ÐµÐ½Ð° ÑÑÐ°ÑÐ¸ÑÑÐ¸ÑÐµÑÐºÐ°Ñ Ð·Ð½Ð°ÑÐ¸Ð¼Ð¾ÑÑÑ Ð¿Ð¾Ð»ÑÑÐµÐ½Ð½ÑÑ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð²; - Ð¿ÑÐ¾ÑÐµÑÑÐ¸ÑÐ¾Ð²Ð°Ð½Ñ Ð³Ð¸Ð¿Ð¾ÑÐµÐ·Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ; - ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ Ð¿ÑÑÐ¼ÑÑ ÑÑÐ¸ÑÐ¾Ð² Ñ Ð¿ÑÐ¾Ð´Ð°Ð¶Ð°Ð¼Ð¸ ÑÐ¾Ð²Ð°ÑÐ¾Ð² Ð¾Ñ Ð²ÐµÐ±-ÑÐµÐ»ÐµÐ±ÑÐ¸ÑÐ¸ Ð´Ð»Ñ ÐºÐ¸ÑÐ°Ð¹ÑÐºÐ¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹. ÐÐ±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² ÐÐÐ  Ð·Ð°ÐºÐ»ÑÑÐ°ÐµÑÑÑ Ð² Ð²Ð¾Ð·Ð¼Ð¾Ð¶Ð½Ð¾ÑÑÐ¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¿Ð¾Ð»ÑÑÐµÐ½Ð½ÑÑ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² Ð°Ð½ÐºÐµÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð´Ð»Ñ ÑÐ²ÐµÐ»Ð¸ÑÐµÐ½Ð¸Ñ Ð¿ÑÐ¾Ð´Ð°Ð¶ ÑÑÐµÐ´ÑÑÐ²Ð°Ð¼Ð¸ ÑÐ»ÐµÐºÑÑÐ¾Ð½Ð½Ð¾Ð¹ ÐºÐ¾Ð¼Ð¼ÐµÑÑÐ¸Ð¸. ÐÐ°ÑÑÐ½Ð°Ñ Ð½Ð¾Ð²Ð¸Ð·Ð½Ð° Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ¾ÑÑÐ¾Ð¸Ñ Ð² Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ð¸ ÑÐ°ÐºÑÐ¾ÑÐ¾Ð² Ð²Ð»Ð¸ÑÐ½Ð¸Ñ Ð½Ð° Ð³Ð¾ÑÐ¾Ð²Ð½Ð¾ÑÑÑ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»Ñ ÑÐ¾Ð²ÐµÑÑÐ¸ÑÑ Ð¿Ð¾ÐºÑÐ¿ÐºÑ Ð² Ð¿ÑÐ¾ÑÐµÑÑÐµ Ð¿ÑÑÐ¼Ð¾Ð³Ð¾ ÑÑÐ¸ÑÐ° Ð¸ Ð¾Ð±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¸Ñ ÑÑÐ°ÑÐ¸ÑÑÐ¸ÑÐµÑÐºÐ¾Ð¹ Ð·Ð½Ð°ÑÐ¸Ð¼Ð¾ÑÑÐ¸ Ð´Ð»Ñ ÑÐ»ÐµÐºÑÑÐ¾Ð½Ð½Ð¾Ð¹ ÐºÐ¾Ð¼Ð¼ÐµÑÑÐ¸Ð¸. ÐÑÐ²Ð¾Ð´Ñ. ÐÐ°Ð´Ð°ÑÐ¸ ÐÐÐ  ÑÐµÑÐµÐ½Ñ, ÑÐµÐ»Ñ Ð´Ð¾ÑÑÐ¸Ð³Ð½ÑÑÐ°, Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð° Ð¾Ð±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð². ÐÐ¾Ð»ÑÑÐµÐ½Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¾Ð±Ð»Ð°Ð´Ð°ÑÑ Ð¿ÑÐ¸Ð·Ð½Ð°ÐºÐ°Ð¼Ð¸ Ð½Ð°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð½Ñ. ÐÐ±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ñ Ð¿ÐµÑÑÐ¿ÐµÐºÑÐ¸Ð²Ñ Ð¸ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð´Ð°Ð»ÑÐ½ÐµÐ¹ÑÐµÐ³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ.
description: The aim of the study is justifying live streaming as a tool for promoting company products on social media. Research subject: factors of the influence of live streaming with selling products on consumers purchase willingness. Research methods: Content and comparative analysis, surveys, data collection and processing, correlation and regression analysis. The main results of the study: - analyzed the dynamics of social networks development in Russia and in the world; - summarized the successful experiences of Chinese companies in selling products through live broadcasts; - identified factors influencing the consumers intent to make a purchase during live broadcasts and developed an S-O-R model; - developed and disseminated an online survey, confirming the statistical significance of the obtained results; - Tested research hypotheses; - Provided recommendations for the development of live broadcasts with product sales by web celebrities for Chinese companies. Application field: The application of the research results lies in the possibility of using the obtained survey results to increase sales through e-commerce. The scientific novelty of the study is in determining the factors influencing the consumers intent to make a purchase during live streaming and justifying their statistical significance for e-commerce. Conclusions. The tasks of the thesis are solved, the goal is achieved, and the scope of application of the results is determined. The results obtained show signs of scientific novelty. The directions of further research are defined.