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Abstract
This paper analyzes live streaming and short video’s impact on product sales in the Chinese e-commerce industry and how content of short video can influence its original effect. Using data collected through web scraping, I find that store live streaming, influencer live streaming and short video all have a positive impact on product sales in the current period and in the long run. Influencer live streaming has a longer carryover effect, but over-advertising using influencer live streaming may have a negative impact. The amount of short videos released by competitive brands has a positive spillover effect on products within the same category. As for the between-category difference, influencer live streaming has a stronger positive effect on experience goods, while store live streaming has a stronger positive effect on search goods. For content analysis, the sentiment score of the short video can positively predict the sales volume.