From Screens to Sales: Unravelling the Live Streaming Commerce Revolution through Bibliometric Analysis

Live streaming commerce, often referred to as live shopping or livestream shopping, represents a novel convergence of e-commerce, live video broadcasting, and interactive social media elements. This burgeoning domain has garnered significant scholarly interest, as evidenced by a growing number of researchers who have earnestly engaged in its investigation. To discern comprehensive insights into the current research landscape of live stream commerce, the study performed a bibliometric analysis, leveraging the Web of Science (WOS) database, yielding a corpus of 315 research publications. The discerned findings of this systematic analysis serve as a valuable resource for researchers, practitioners, and policymakers vested in the domain of live commerce. Specifically, they offer a means to ascertain pertinent literature, comprehend the existing knowledge base, identify potential avenues for collaborative endeavours, and engender novel research trajectories and concepts.