CSR Investment Strategy for Live-Streaming Supply Chain Considering Consumer Preference
Live streaming has been widely used by enterprises to motivate consumers in real-time interactions. However, live streamers’ corporate social responsibility (CSR) has been overlooked in existing studies. This paper examines the CSR investment strategy for the brand owner and live streamer considerin...
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| Format: | Article |
| Language: | English |
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MDPI AG
2024-12-01
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| Series: | Systems |
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| Online Access: | https://www.mdpi.com/2079-8954/13/1/19 |
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| author | Guohu Qi Suqin Sun Xuemei Zhang Zhi Liu Juan Tang |
| author_facet | Guohu Qi Suqin Sun Xuemei Zhang Zhi Liu Juan Tang |
| author_sort | Guohu Qi |
| collection | DOAJ |
| description | Live streaming has been widely used by enterprises to motivate consumers in real-time interactions. However, live streamers’ corporate social responsibility (CSR) has been overlooked in existing studies. This paper examines the CSR investment strategy for the brand owner and live streamer considering the effect of consumer preference and power structure within live-streaming supply chains (LSSCs). To achieve this objective, we develop different Stackelberg game models to examine CSR investment strategy in an LSSC by focusing on whether either firm can be the LSSC leader or invest in CSR. Additionally, the impact of CSR investment strategy on consumers and both firms of LSSC investing in CSR are analyzed. Our findings reveal that regardless of who the LSSC leader or CSR investor is, CSR investment benefits both LSSC firms, and the LSSC leader (brand owner or live streamer) always benefits more from investing in CSR. However, the LSSC follower investing in CSR benefits consumers. Moreover, either one of the LSSC firms prefers the other firm to invest in CSR when consumer sensitivity is low; otherwise, it prefers investing in CSR by itself. Finally, our research highlights that both firms investing in CSR can achieve win-win outcomes for LSSC members and consumers. These findings provide implications for LSSC firms in CSR investment strategies considering different consumer preferences. |
| format | Article |
| id | doaj-art-2c6ca50b516246caa78db670d58449ec |
| institution | Kabale University |
| issn | 2079-8954 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Systems |
| spelling | doaj-art-2c6ca50b516246caa78db670d58449ec2025-01-24T13:50:30ZengMDPI AGSystems2079-89542024-12-011311910.3390/systems13010019CSR Investment Strategy for Live-Streaming Supply Chain Considering Consumer PreferenceGuohu Qi0Suqin Sun1Xuemei Zhang2Zhi Liu3Juan Tang4College of Economics and Management, Nanjing University of Aeronautics and Astronautics, Nanjing 211106, ChinaSchool of International Business, Hainan University, Haikou 570228, ChinaSchool of Business, Fuyang Normal University, Fuyang 236037, ChinaSchool of Economics and Management, Anhui Polytechnic University, Wuhu 241000, ChinaSchool of Economics and Management, Anhui Polytechnic University, Wuhu 241000, ChinaLive streaming has been widely used by enterprises to motivate consumers in real-time interactions. However, live streamers’ corporate social responsibility (CSR) has been overlooked in existing studies. This paper examines the CSR investment strategy for the brand owner and live streamer considering the effect of consumer preference and power structure within live-streaming supply chains (LSSCs). To achieve this objective, we develop different Stackelberg game models to examine CSR investment strategy in an LSSC by focusing on whether either firm can be the LSSC leader or invest in CSR. Additionally, the impact of CSR investment strategy on consumers and both firms of LSSC investing in CSR are analyzed. Our findings reveal that regardless of who the LSSC leader or CSR investor is, CSR investment benefits both LSSC firms, and the LSSC leader (brand owner or live streamer) always benefits more from investing in CSR. However, the LSSC follower investing in CSR benefits consumers. Moreover, either one of the LSSC firms prefers the other firm to invest in CSR when consumer sensitivity is low; otherwise, it prefers investing in CSR by itself. Finally, our research highlights that both firms investing in CSR can achieve win-win outcomes for LSSC members and consumers. These findings provide implications for LSSC firms in CSR investment strategies considering different consumer preferences.https://www.mdpi.com/2079-8954/13/1/19live-streaming supply chaincorporate social responsibilityconsumer preference |
| spellingShingle | Guohu Qi Suqin Sun Xuemei Zhang Zhi Liu Juan Tang CSR Investment Strategy for Live-Streaming Supply Chain Considering Consumer Preference Systems live-streaming supply chain corporate social responsibility consumer preference |
| title | CSR Investment Strategy for Live-Streaming Supply Chain Considering Consumer Preference |
| title_full | CSR Investment Strategy for Live-Streaming Supply Chain Considering Consumer Preference |
| title_fullStr | CSR Investment Strategy for Live-Streaming Supply Chain Considering Consumer Preference |
| title_full_unstemmed | CSR Investment Strategy for Live-Streaming Supply Chain Considering Consumer Preference |
| title_short | CSR Investment Strategy for Live-Streaming Supply Chain Considering Consumer Preference |
| title_sort | csr investment strategy for live streaming supply chain considering consumer preference |
| topic | live-streaming supply chain corporate social responsibility consumer preference |
| url | https://www.mdpi.com/2079-8954/13/1/19 |
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