Research on Digital Marketing Strategies Based on Live Streaming E-commerce: A Case Study of the Lily Industry in Northern Fujian, China

DOI: https://doi.org/10.62517/jbm.202409413

Author(s)

Genping Yu1,2, Lu Lin1, Xin Yu1, Zhongyan Lin1,*

Affiliation(s)

1International digital Economy College, Minjiang University, Fuzhou, Fujian, China 2School of Management, Universiti Sains Malaysia (USM), Minden, Penang, Malaysia *Corresponding Author.

Abstract

This study explores the influence of live-streaming e-commerce on the development of the lily flower industry in northern Fujian, a region facing challenges in market expansion and supply chain optimization. Live-streaming has emerged as a significant driver of sales and brand recognition across various industries, yet its impact on the floriculture sector remains under-researched. Through an online survey of 277 consumers, this study examined user engagement with live-streaming platforms, product awareness, and purchasing preferences for lily flowers. The data was analyzed using regression techniques to assess the factors that contribute to the success of live-streaming in enhancing both sales and brand visibility. Results indicate that live-streaming e-commerce plays a vital role in expanding the market reach and consumer engagement for lily products. However, further improvements are required in supply chain management and customer service to fully realize its potential. By focusing on content optimization, streamlining logistics, and enhancing brand image, the lily flower industry in northern Fujian can achieve long-term sustainable growth through live-streaming e-commerce.

Keywords

Live-Streaming E-Commerce; Lily Flower Industry; Supply Chain Management; Consumer Behavior; Digital Marketing Strategies

References

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