Emotional valence transitions in livestreaming: Elevate engagement but sabotage sales

Abstract

In asynchronous influencer marketing, discrete emotions have proven crucial. In synchronous channels, however, influencers dynamically alter their emotional valence in real time, which may produce divergent engagement and sales outcomes. Using a unique dataset comprising 80,600 minute-level observations and 12,949 product pitches across 1,308 livestreams, the current research demonstrates that frequent shifts in emotional valence exert nonlinear effects, such that viewer engagement increases initially but then declines, while unit sales persistently decrease. Directional analyses reveal that positive-to-negative and negative-to-positive emotional transitions exert the most pronounced negative sales impacts. Minute-level analyses indicate that the immediate adverse effects of valence transitions on unit sales peak within minutes, before dissipating. Audience discussion also moderates these relationships, such that product-centric comments can buffer the detrimental consequences of emotional transitions. To leverage such insights, the authors present an emotional feedback app (emotionlivestream.com) that influencers can use to monitor on-screen emotional dynamics and optimize commercial outcomes.