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How broadcasters enhance rapport with viewers in live streaming commerce

What is it about?

Despite the increasing research interest, the existing literature on live streaming commerce as a new e-commerce mode is still in its infancy. Based on 100 live streaming commerce videos from the top two broadcasters on Taobao Live in China, this study conducted a genre-based discourse analysis to investigate the move pattern in this new genre. The study draws on rapport management theory to scrutinize the linguistic functions of the moves, to explore how the broadcasters managed to enhance broadcasterviewer relationship.

Why is it important?

Theoretically, the present research may contribute to the literature of employing rapport management theory in the discourse domain by extending it into a new digital genre analysis. Practically, our findings may provide implications for relevant practitioners.

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Xingsong Shi
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