With the ever-growing popularity of live-streaming commerce, it is crucial for marketers to
understand how live-streaming contributes to sales. While prior studies mainly focused on …

Purpose Live streaming commerce, a new form of social commerce where firms integrate
with broadcasters, community members and customers in live chat rooms for real-time …

Despite the prevalence of scarcity-induced sales promotion in live commerce, scholarly
inquiry began to address impulsive buying recently. This research traces live-stream …

Live streaming commerce, which evolved from social commerce, has continued to flourish
rapidly over the past few years in China. It is a new business model that allows vendors to …

Livestreaming is an important marketing channel that could create viewers' emotional
engagement with hotels and hence boost purchase. Parasocial interaction theory explains …

Through the combination of e-commerce and social media, social commerce has the
potential to significantly influence customers' purchase intentions. However, the …

Live streaming has recently become a popular direct selling channel which offers small, self-
employed sellers unseen levels of consumer interaction and engagement. While the extant …

Live streaming e-commerce has emerged as a novel online marketing model. Drawing upon
influencer marketing theory, this study examines the mechanisms through which influencers …

This paper proposes a study on the impact of social e-commerce fashion products on
continuous purchase intention, and explores the relationship between social media …

Over the last couple of decades, technological advancements have accelerated
exponentially, especially in the realm of online social networking networks. The artificial …