The purpose of this study is to investigate (1) if online celebrities can directly emotionally
influence consumers, and (2) if the other audiences of the same livestream can indirectly …

With the deep popularity of mobile Internet, the “eyeball economy” is more active than ever.
Driven by powerful modern media, livestreaming, as a new form of attracting public attention …

Purpose This study aims to investigate the relationship between Internet celebrity
characteristics and the follower's impulse purchase behavior in YouTuber. Attachment and …

Purpose With the popularity of social media and, recently, live streaming, internet celebrity
endorsements have become a prevalent approach to content marketing for e-commerce …

Live streaming e-commerce is a novel type of shopping that induces widespread instances
of emotional, impulse buying behavior: immediate purchases driven by strong emotional …

The year 2021 is one of the most significant years for live streaming commerce, since
numerous sectors and businesses have begun to sell their items in the form of live broadcast …

This study aims at: understanding the influence of the number of followers of the celebrity
and the effect of the messages conveyed by them in the intention to buy as well as their …

Purpose Although prior studies have studied the relationship between online consumers'
attitudes and buying behaviour, the research focussing on online consumers' impulse …

Ordinary celebrities related criteria to harvest fame and influence on social media | Emerald
Insight Books and journals Case studies Expert Briefings Open Access Publish with us …

Streaming media platform opens new ways for celebrity endorsement. Based on the
researches related to celebrity endorsement and match-up hypothesis, this study explores …