Data Analysis for Live Streaming Behavior: Insights from a Bibliometric Analysis (2010–2024)

To elucidate the developmental trajectory of live streaming marketing re-search, this study conducts a quantitative bibliometric analysis and visualiza-tion of 216 peer-reviewed articles indexed in the Web of Science (WoS) core collection between 2010 and 2024, utilizing VOSviewer software. Through co-occurrence analysis, cluster analysis, and co-citation mapping, this re-search identifies evolving research hotspots, collaborative networks, and dis-ciplinary trends. Key findings include: (1) The establishment of a nascent yet fragmented author collaboration network, with core authors contributing 59,26 % of publications; (2) A dominance of retail and e-commerce-focused journals, notably “Journal of Retailing and Consumer Services” and “Frontiers in Psychology”, with open-access journals significantly advancing the field; (3) Rapid expansion in research breadth and depth over the past decade, driven by interdisciplinary explorations of consumer behavior, technological affordances and trust dynamics. This study synthesizes foundational literature, highlights methodological contribu-tions, and outlines future research directions to guide scholars and practition-ers in navigating this dynamic domain.