From Digital Advertising to Live Streaming for E-Commerce: The Impact of Content Marketing Transformation on Consumers’ Purchase Pathways

Jingting Han

2025

Abstract

With the rapid development of e-commerce, marketing methods have gradually shifted from traditional digital advertising to live-streaming e-commerce sales. This has had a significant impact on consumers' purchase paths. This study takes Huaxizi as a case and adopts the case analysis method to explore the influence mechanism and collaborative value of digital advertising and live-streaming e-commerce sales on consumers' purchase decisions. The research results show that Huaxizi has constructed a marketing ecosystem of synergy between product and effect by integrating digital advertising and live-streaming e-commerce sales, and verified the complementary value of the two models in brand building and sales conversion. Live-streaming e-commerce sales focus on real-time interaction and immersive experience, and through detailed explanations by the host and embedded purchase links, it shortens the decision-making path of consumers and quickly achieves product explosion. Digital advertising strength-ens brand culture recognition through Eastern aesthetic narrative and precise placement, and ac-cumulates long-term cognitive assets.

Paper Citation

in Harvard Style

Han J. (2025). From Digital Advertising to Live Streaming for E-Commerce: The Impact of Content Marketing Transformation on Consumers’ Purchase Pathways. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 183-189. DOI: 10.5220/0013988100004916

in Bibtex Style

@conference{prmc25,
author={Jingting Han},
title={From Digital Advertising to Live Streaming for E-Commerce: The Impact of Content Marketing Transformation on Consumers’ Purchase Pathways},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={183-189},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013988100004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - From Digital Advertising to Live Streaming for E-Commerce: The Impact of Content Marketing Transformation on Consumers’ Purchase Pathways
SN - 978-989-758-778-8
AU - Han J.
PY - 2025
SP - 183
EP - 189
DO - 10.5220/0013988100004916
PB - SciTePress