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Executive live streaming

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  • Jin, Zuben
  • Cheng, Zhewei

Abstract

This paper explores the emerging phenomenon of executive live streaming, in which corporate executives engage directly with broad audiences through live-streamed events. Using a manually collected dataset of executive live streaming events from 2016 to 2023, we explore the factors influencing the adoption of live streaming and its real effect on firm sales. Our findings show that firms with lower returns, higher stock volatility, and better disclosure quality are more likely to adopt live streaming, while an overseas background hinders adoption. Using propensity score matching (PSM) and difference-in-differences (DiD) methods, we find that executive live streaming leads to a 39.2% increase relative to the standard deviation of monthly online sales. Cross-sectional regressions of percentage changes of quarterly sales reveal a 17.9% increase in online sales and a 7.4% increase in total sales. The effect is stronger for male and younger executives and for firms with higher information asymmetry. Additionally, we find that executive live streaming significantly boosts firm visibility, as measured by increases in search volume index. Overall, these results underscore the strategic value of executive live streaming in enhancing stakeholder communication, consumer engagement and sales growth.

Suggested Citation

  • Jin, Zuben & Cheng, Zhewei, 2026. "Executive live streaming," Journal of Corporate Finance, Elsevier, vol. 98(C).
    • Handle: RePEc:eee:corfin:v:98:y:2026:i:c:s092911992600012x
    DOI: 10.1016/j.jcorpfin.2026.102954
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