Live streaming on social media has evolved into live streaming commerce (LSC), a subset of
electronic commerce that merges real-time social interaction with digital marketing. LSC is …

Understanding the effect of managerial response on online review management has
attracted the attention of scholars in recent years. However, the effect of personalized …

Responding to the call for more studies that dig deeper into the mechanism linking live-
streaming's (SC live-streaming) distinctive characteristics with impulsive buying behaviour …

Purpose The recent livestreaming commerce has magnified the role of influencer marketing,
where the influencers are partnering with brands for product promotion. This study examines …

Live-streaming is increasingly becoming a popular e-commerce business model. Although
impulse buying is a traditionally common consumption phenomenon, there is little …

The development of digital media has led to the emergence of live streaming, a service
system that involves multiple parties coexisting, including platforms, spectators, and …

Using information–cognition–intention model and by comparing emotional and rational
negative word-of-mouth (nWOM), this study considered nWOM's role in online flash sales by …

The purpose of the current article is to propose the construction of ChatGPT as a green
evangelist (CGGE) and to develop and validate the CGGE scale using two independent …

Although companies are investing more in avatars to improve interactivity and engage their
customers better, the effectiveness of avatars in online markets needs more evidences. This …

Purpose Impulse purchases are a phenomenon of interest in recent years that provides a
high revenue stream for companies compared to planned purchases. Airports are a unique …