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...

Celý popis

Uložené v:

Podrobná bibliografia
Vydané v:	Journal of marketing analytics Ročník 12; číslo 4; s. 990 - 1005
Hlavní autori:	Leong, Kah Yi, Ho, Jessica Sze Yin, Tehseen, Shehnaz, Yafi, Eiad, Cham, Tat-Huei
Médium:	Journal Article
Jazyk:	English
Vydavateľské údaje:	London Palgrave Macmillan UK 01.12.2024 Palgrave Macmillan
Predmet:	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
On-line prístup:	Získať plný text
Tagy:	Pridať tag Žiadne tagy, Buďte prvý, kto otaguje tento záznam!

Buďte prvý, kto okomentuje tento záznam!