Live streaming commerce has been the mainstream of e-commerce in recent years.
Although live streaming research has gained interest, a holistic model explaining why …

Given the rise in influencer marketing on social media, this paper explores how homophily
between influencers and their audiences affects customer value co-creation behaviour …

Unreal influence: leveraging AI in influencer marketing | Emerald Insight Books and journals
Case studies Expert Briefings Open Access Publish with us Advanced search Unreal influence …

Although live social commerce apps have emerged as a marketing channel recently, live
social commerce, as a relatively new phenomenon, has attracted little attention. The authors …

Social commerce is creating increasing opportunities for consumers to access product
recommendations. Evidence from practical and academic literature shows that product …

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 …

As a new business model, live-streaming commerce has great commercial value. This study
used the stimulus–organism–response framework to explore the psychological mechanisms …

Online social media is transforming the way customers communicate and exchange product
information with others. Consumers increasingly rely on the opinions and recommendations …

This study empirically examines the influence of after delivery services on customer
perception of satisfaction, trust, and repurchase intention. Data from 262 survey …

Consumers increasingly rely on social media to obtain product information. The vlog, a new
kind of social medium, has been adopted by sellers to connect with consumers. Through this …