Influencer marketing initiatives require firms to select and incentivize online influencers to
engage their followers on social media in an attempt to promote the firms' offerings …

Focusing on the application of artificial intelligence, this study investigates the impact of
emotional display on user engagement with computer-generated imagery influencers …

The rise of live streaming commerce has attracted attention from scholars and practitioners
as a new opportunity to reach consumers. However, few studies have focused on the role of …

As a scholarly field, marketing has a long tradition of studying the adoption of new
technologies. This attention is certainly warranted, as studies consistently demonstrate that …

Customer care is important for its role in relationship building. This role has traditionally
been performed by human customer agents; however, the emergence of interactive …

Marketers are adopting increasingly sophisticated ways to engage with customers
throughout their journeys. We extend prior perspectives on the customer journey by …

Livestream shopping has experienced an exponential rise in interest from industry and
academia alike. Despite growing attention, the academic literature lacks a clear conceptual …

Even though machine learning (ML) applications are not novel, they have gained popularity
partly due to the advance in computing processing. This study explores the adoption of ML …

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 …

B2B livestreaming has become increasingly popular, but few studies have investigated the
role of streamers in these B2B livestreaming events. In contrast to the existing studies that …