The intangible values of live streaming and their effect on audience engagement

Although live streaming via social media offers consumers real-time shopping experiences and potentially increases sales volume, the intangible values carried by live streaming from the streamer’s perspective are relatively unknown. Building upon the Trust Transfer Theory, this study examined the va...

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Bibliographic Details
Published in:	Journal of marketing analytics Vol. 12; no. 4; pp. 990 - 1005
Main Authors:	Leong, Kah Yi, Ho, Jessica Sze Yin, Tehseen, Shehnaz, Yafi, Eiad, Cham, Tat-Huei
Format:	Journal Article
Language:	English
Published:	London Palgrave Macmillan UK 01.12.2024 Palgrave Macmillan
Subjects:	Advertising Artificial intelligence Audiences Business and Management Consumers Customer satisfaction Customers Decision making Digital media Electronic commerce Influencer marketing Original Article Real time Sharing economy Social networks Social responsibility Streaming media Trustworthiness Visual artists Engagement Instagram Social media influencers Perceived (intangible) values Trust Live streaming
ISSN:	2050-3318, 2050-3326
Online Access:	Get full text
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