Abstract: Based on the role theory and three experiments, this paper investigates the different effects on sales brought by professional livestreamers and celebrity livestreamers, who equally dominate the livestream marketing sector. The results show that professional livestreamers are better able to increase consumers’ purchase intention than celebrity livestreamers. Furthermore, product type moderates the above relationship. Specifically, the relationship is significant for products not endorsed by celebrities and not significant for products endorsed by celebrities. In addition, livestream marketing type also moderates the above relationship. Specifically, the relationship is significant for products sold for commercial purpose and not significant for products provided for public welfare. These two moderating effects are mediated by perceived fit. These conclusions not only enrich relevant researches on livestream marketing, but also offer valuable insights for social responsibility marketing. Ultimately, our research provides targeted practical guidance for livestreamers to optimize their live-streaming approach, and for governments to improve public welfare live-streaming.

Key words: livestream marketing, professional livestreamer, celebrity livestreamer, perceived fit