ESP-3429

Published

2025-04-20

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Vol. 10 No. 4 (2025): Published

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Research Articles

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Copyright (c) 2025 Tong Wang, Siegfried M. Erorita

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How to Cite

Wang, T., & M. Erorita, S. (2025). A Study on live streaming marketing of Yi Yun information technology co., ltd. under the perspective of social psychology. Environment and Social Psychology, 10(4), ESP-3429. https://doi.org/10.59429/esp.v10i4.3429

A Study on live streaming marketing of Yi Yun information technology co., ltd. under the perspective of social psychology

Tong Wang

College of Business Administration, University of the Cordilleras, Gov. Pack Road, Baguio City, 2600, Philippines

Siegfried M. Erorita

College of Business Administration, University of the Cordilleras, Gov. Pack Road, Baguio City, 2600, Philippines


DOI: https://doi.org/10.59429/esp.v10i4.3429


Keywords: social psychological engagement; digital trust formation; professional service interaction; live-streaming psychological mechanisms; B2B digital communication psychology

Abstract

This study examines the social-psychological dimensions of B2B live-streaming marketing within China's tax service technology industry through a case study of Ele-Cloud Information Technology Co., Ltd. Employing the Social-Psychological Analysis Framework, this research investigates how professional services navigate trust formation, social presence creation, and professional identity construction in digital environments. Data collected through interviews with key personnel (n=15) and platform analytics revealed that effective professional service live-streaming requires balancing technical expertise demonstration with meaningful psychological engagement. Ele-Cloud's dual-brand strategy—"Smart Tax" for large corporations and "Optimal Tax" for SMEs—demonstrates sophisticated targeting of different market segments' social-psychological needs. Longitudinal analysis showed significant improvements in professional trust (75% to 94%), engagement effectiveness (70% to 93%), and social presence (65% to 92%) over a two-year period. This study contributes to the literature by identifying critical social-psychological mechanisms in B2B live-streaming, particularly regarding trust building and professional identity maintenance. The findings provide actionable insights for organizations implementing live-streaming marketing strategies in professional service contexts, emphasizing the importance of balancing professional authority with social engagement in virtual settings. Future research directions include examining how emerging technologies impact trust dynamics in professional digital interactions.

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