A Brief Analysis of the Marketing Effectiveness of Jewelry Live Streaming Based on the SICAS Model

DOI: https://doi.org/10.62517/jbm.202409609

Author(s)

Huixia Ma

Affiliation(s)

Shenzhen HZ.Elda Jewelry Co., Ltd., Shenzhen, Guangdong, China

Abstract

This study examines the application of the SICAS model in evaluating the marketing effectiveness of jewelry live streaming. By analyzing five key dimensions-perception, interaction, communication, acquisition, and sharing the research highlights factors influencing consumer engagement, purchasing behavior, and post-purchase advocacy. Findings indicate that visual appeal, host performance, storytelling, and tailored promotions significantly impact live streaming success. The study also explores the role of emerging technologies, such as augmented reality and artificial intelligence, in enhancing personalization and audience targeting. Recommendations focus on improving engagement strategies and fostering long-term customer loyalty to optimize live streaming outcomes.

Keywords

SICAS Model, Jewelry Live Streaming, Marketing Effectiveness

References

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