Social influence plays a significant role in shaping consumer behavior, and research in this
area comprises a substantial portion of the literature. Despite the vast number of studies …

Technological advances have facilitated the move from market-centric to user-centric
commerce by enabling the progress towards S-Commerce from E-Commerce …

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 …

Social media has been playing an important role in marketing strategy. As a part of social
media, social networking sites (SNS) can be utilized by enterprises to create direct …

Drawing upon the stimulus–organism–response framework, this study investigates
contextual and environmental stimuli effects (streamer attractiveness, para-social …

Drawing on social learning theory, this study investigates the relationship between (hedonic
& utilitarian motivations) and online purchase intention (OPI) under Chinese social …

Business' ethics have changed the landscape of commerce around the world lately.
Legitimacy, robustness, and morality are among the most important factors that build …

Web 2.0 applications and social media have transformed e-commerce into a new business
paradigm, which is called social commerce. This development has changed the customers' …

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 …

This paper examines the antecedents of branding co-creation that include social networking
sites'(SNSs) participation motivations, customer participation, brand trust and brand loyalty …