More than just a preview: how teaser videos shape consumer livestream watching through the mediating role of inspiration

Purpose This study aims to (1) investigate the role of teaser video characteristics, including entertainment and informativeness, in watching livestream behaviors, and (2) examine the mediating role of consumer inspiration. Design/methodology/approach Data were collected via surveys from 240 participants. Structural equation modeling was used to analyze the relationships between the variables. Findings Results show that entertainment and informativeness in teaser videos were found to inspire users to engage with livestreams. The study also highlights that initial intentions to watch a livestream often translate into watching other livestream sessions by the same influencer. Originality/value This research contributes to the growing literature on influencer marketing by highlighting the role of teaser videos in shaping consumer behavior towards livestreaming. It provides valuable insights into how teaser video content can inspire user engagement, offering practical recommendations for brands and influencers aiming to optimize their live-streaming strategies.