In the emerging retail market, e-tailers operating in developing economies have to cope with
the rapid use of the Internet, new electronic purchasing methods and online selling …

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 …

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 …

Live streaming e-commerce, as a kind of new information technology-based business
model, is currently the most popular marketing approach, especially in China. This research …

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 …

ABSTRACT E-retailers are embracing new digital marketing strategies to provide more
authentic information to their customers. This research examines the impact of live video …

Recent years have seen a shift in the online retail industry toward a greater emphasis on live
marketing. The growth of social media commerce on the internet demonstrates the …

Both in China and across the rest of the world, livestream shopping is developing at a
considerable rate. Non-transactional consumer engagement has been demonstrated to be …

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

Engaging customers and building loyalty are crucial for operators who embrace live
streaming. While previous research has identified many social and technical factors that …