Posture as Information (Liu et al. 2025)

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Revise and Resubmit - The Mayukh Show

Mayukh Mukhopadhyay

475 episodes

14 hours ago

In Revise and Resubmit, a dynamic AI duo— Nikita and Pavlov — guides you through the fascinating world of academic research. Whether they’re debating emerging trends, revisiting theories, or exploring the latest innovations, their conversational style makes scholarly insights accessible and engaging for academics. Papers chosen by Mayukh. Powered by Google NotebookLM.

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Posture as Information (Liu et al. 2025) | FT50 JAMS

Revise and Resubmit - The Mayukh Show

1 hour 22 minutes 14 seconds

1 week ago

Posture as Information (Liu et al. 2025) | FT50 JAMS

English Podcast Starts at 00:00:00

Bengali Podcast Starts at 00:14:21

Hindi Podcast Starts at 00:34:25

Chinese Podcast Starts at 00:58:22

Reference

Liu, L., Fang, J. & Ji, Z. Posture as information: Streamer postures and the purchase of micro and small enterprise resellers in livestreaming. J. of the Acad. Mark. Sci. (2025). https://doi.org/10.1007/s11747-025-01117-1

18th AICCS at IIM Indore (24-26 October 2025)

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🎙️✨ Welcome to Revise and Resubmit!
Today, we’re tuning in to a world where science meets screens, and posture becomes persuasion. 🎥💡
From one of the most prestigious FT50 journals — the Journal of the Academy of Marketing Science — comes a study that quite literally changes the way we see selling.

Our spotlight article is titled “Posture as Information: Streamer Postures and the Purchase of Micro and Small Enterprise Resellers in Livestreaming” — authored by Lu Liu, Jiaming Fang, and Zhenyu Ji, and published on October 13, 2025, by Springer Nature. 🌍📘

💫 Picture this: a livestreamer sways forward, gestures wide, leans in closer — and suddenly, sales spike. This isn’t a coincidence; it’s communication in motion. The authors dive deep into over 5 million frames from 423 livestreams, using deep learning and econometric modeling to decode how movement creates meaning.

They reveal something remarkable: it’s not just what a streamer says, but how they move that moves the market. Richer, more dynamic postures translate into higher energy, stronger mental imagery, and ultimately — more buying behavior. 💸🧠✨ And when these movements are synced with descriptive speech, the effect amplifies, shaping not just emotion, but decision.

The implications stretch beyond screens — into every brand interaction, pitch, and performance. Livestreaming, it seems, isn’t just about selling a product; it’s about choreographing trust.

📈 This is why the Journal of the Academy of Marketing Science, part of the elite FT50 list, stands as a beacon of excellence in marketing research — where data meets human nuance and theory comes alive.

Before we wrap up, make sure you subscribe to Revise and Resubmit on Spotify, Amazon Prime, and Apple Podcast, and catch us in action on YouTube at Weekend Researcher — the home of insightful, engaging, and downright fascinating research storytelling! 🔥🎧

🙏 Massive thanks to Lu Liu, Jiaming Fang, and Zhenyu Ji, and to Springer Nature, for showing us that even posture — when analyzed deeply — can reveal the future of digital commerce.

🤔 But here’s a question to leave you thinking — if a posture can sell a product, could the next frontier of marketing be… body language decoded by AI? 💭📡