When Professionals Become Influencers: The Impact of Live Streaming on Service Demand – MSI

Working Paper

When Professionals Become Influencers: The Impact of Live Streaming on Service Demand

Xu Zhang, Yuqing Gu, Yi Zhang, Puneet Manchanda

May 15, 2026

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Analyzes consultation data for over 7000 physicians on a major Chinese healthcare platform to determine the features of livestreaming that impact demand.

Topics

Marketing Capabilities Omnichannels & Customer Journey Social Media & Social Influencers

research recap

Physician Promote Thyself: Prescriptions for Professionals Livestreaming

Livestreaming by professionals such as physicians and financial advisors can generate demand. However, unlike social influencers who use aspirational or entertaining information and discounts to promote third-party brands, professionals must rely on formal credentials, demonstrated expertise, audience interaction, substantive and concrete content, simple language, and a neutral, professional emotional tone.

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