Live E-commerce Marketing Strategy for Chemical Fibre Enterprises Based on 4R Theory

Zhaojin Zhang

Article
2025 / Volume 8 / Pages 508-538
Received 12 June 2025; Accepted 17 July 2025; Published 31 July 2025
https://doi.org/10.31881/TLR.2025.025

Abstract
With the rapid rise of live e-commerce, there is a significant lack of systematic marketing strategies for chemical fibres in this environment. This study fills this gap by constructing a 4R theory-based live e-commerce marketing framework for chemical fibre companies and explores each dimension’s impact on marketing effectiveness, offering theoretical and practical guidance. This study adopts a mixed research method, combining theoretical modelling, case analysis, and empirical research. Two representative chemical fibre companies were selected for case studies to analyse their live e-commerce marketing practices in depth. Meanwhile, 450 questionnaires were distributed, and 402 valid questionnaires were recovered, and the data were quantitatively analysed using structural equation modelling (SEM) to validate the hypothesised relationships between the dimensions of the 4R theory and the marketing performance indicators. The results of the study show that relevance significantly enhances customer conversion rate, responsiveness effectively enhances customer satisfaction, relationality significantly promotes customers’ willingness to repurchase, and rewarding effectively improves marketing return on investment (ROI). In addition, empirical analysis shows that Company A, which implements a comprehensive 4R strategy, outperforms Company B, which does not fully implement a 4R strategy, in key indicators such as customer interaction rate, repurchase intention, and ROI tracking. The present study reveals the significant applicability of the 4R theory in live e-commerce marketing in the chemical fibre industry. Theoretically, this study expands the application of 4R theory in industrial live streaming. Practically, it provides specific marketing strategy paths for chemical fibre enterprises to enhance brand communication and market expansion. Future research can further expand the sample scope to include more different types of enterprises and explore the application potential of 4R theory in other emerging marketing channels, to continuously improve and deepen the theory and practice in this field.

Keywords
4R theory, chemical fibre companies, live E-commerce, marketing strategy, relationship marketing