Purpose Livestreaming, as a relatively new online marketing model, has generated
numerous business opportunities for e-commerce and social commerce. The purpose of this …

Previous studies have investigated how customer purchase intention is influenced by live
streaming. However, no study has investigated the effect of service marketing mix (7Ps) on …

The live streaming e-commerce market continues to grow with the rapid increase in
contactless communication due to COVID-19. Live streaming e-commerce goes beyond the …

This paper conducts research on the interaction between ethnic minority group (EMG) live
streamers and online consumers, aiming to present how EMG live streamers' appearance …

Livestream e-commerce integrates live streaming and online shopping, allowing viewers to
make purchases while watching. However, effective marketing strategies remain a …

The isolation requirements of the coronavirus epidemic and the intuitive display advantages
of live‐streaming have led to an increasing number of retailers shifting to social live …

Purpose This paper considers the brand awareness and anchor influence on consumers'
live-streaming purchases, and explores the existence of “free-riding” behavior, the …

The growth of Online-to-Offline (O2O) business is accompanied by a number of failures.
Compounding the problem, theoretically-informed knowledge about" why firms adopt O2O" …

This research analyses young ethnic minority groups'(EMGs) social media using affordance
and explores influencing factors of their online start-up motivation on live social platforms …

This paper sought to examine the impact of perceived Social Media Marketing Activities
(SMMAs) on customer purchase intention via brand awareness in an online context. An …