This study examines the strategic complexity of decision-making inside live e-commerce supply chains, especially in relation to the impact of Netflix-style entertainment marketing. As live commerce integrates digital retail with immersive experiences, businesses must optimize pricing, quality, and marketing strategies in real time. This study constructs a game-theoretic framework to analyze interactions between manufacturers and online celebrity retailers (OCRs), examining centralized, manufacturer-led, and retailer-led scenarios. We present engagement-driven marketing as a strategic variable and incorporate consumer regret and switching costs into the demand function. To illustrate practical trade-offs in strategy, we incorporate a Multi-Criteria Decision-Making (MCDM) layer with AHP-TOPSIS, assessing profit, consumer surplus, engagement score, and channel efficiency. The experiment results indicate that Netflix-style marketing markedly increases demand and profit in retailer-led frameworks, whereas centralized tactics enhance overall channel performance. The TOPSIS analysis prioritizes high-effort, high-engagement methods, whereas the Stackelberg experiment underscores the influence of power dynamics on profit distribution. This study presents an innovative integrative decision-making methodology for enhancing live-streaming commerce tactics in data-driven and consumer-focused markets.
Liu et al. (Tue,) studied this question.
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