Research on game strategy between firm and streamer about live-streaming marketing

The study examines the relationship between sales efforts during live streams and pre-broadcast marketing initiatives, presenting a model that highlights a streamer's influence and product-matching reliability. Three supply chain scenarios are identified: direct selling (DC model); live-stream selling without prior strategy (NE model); and with a strategy (E model). On the basis of analysing the preference orientation of streaming media influence on marketing strategies, this paper uses a game-theoretic model citation and digital simulation to verify for the first time when firms should use live-stream models with pre-marketing strategies. Results suggest that pre-broadcast strategies enhance streamer sales efforts. Streamers with high influence tend to avoid the E model; those with low influence prioritise pre-broadcast marketing. Those with moderate influence favour the E model as product-matching reliability increases. It's also noted that firms benefit from collaborating with influential streamers.