A New Livestream Retail Analytics Framework to Assess the Sales Impact of Emotional Displays

At the intersection of technology and marketing, this study develops a framework to unobtrusively detect salespeople’s faces and simultaneously extract six emotions: happiness, sadness, surprise, anger, fear, and disgust. The authors analyze 99,451 sales pitches on a livestream retailing platform and match them with actual sales transactions. Results reveal that each emotional display, including happiness, uniformly exhibits a negative U-shaped...