Video content creation by “amateur” private users has taken on professional (ie work)
characteristics. The emergence of user-centric video sharing services (eg YouTube, Twitch …

Livestreaming e-commerce, as an emerging form of e-retailing and livestreaming
monetization, is developing rapidly throughout the world. In the realm of livestreaming e …

The importance of social media for advertising and marketing has brought growing interest
and investment into sponsored influencers. However, much is unknown about the …

This research provides a comprehensive overview of micro-influence marketing, analyzing
the characteristics of influencers and the mechanisms of their impact. A systematic review …

Purpose The purpose of this study is to understand how perceived micro-celebrity-product
image congruency and product type affect native advertising effectiveness on Instagram …

This research explores advanced data analysis techniques tailored for live streaming
platforms, addressing the challenges of real-time data analytics in the dynamic environment …

Live streaming is an essential means through which spectators view and engage with
esports. In this study, an extended model is proposed and tested based on the expectation …

E-commerce offers goods via digital channels and the delivery of those goods mainly by
parcel post. In contrast, i-commerce offers information goods–content and software–also via …

Although live streaming commerce (LSC) has become a daily phenomenon in the digital
economy, its spatial impact is still not yet fully understood. LSC is typical online-offline …

Live streaming is a popular synchronous social media platform that allows users to disclose
information to vast audience in real time. It has been increasingly studied in recent years for …