Abstract Live Streaming Commerce (LSC) is proliferating in China and gaining traction
worldwide. LSC is an e-commerce service where sellers communicate with consumers …

With technological advancements and information tomorrow, many company sectors use
technology and media as a tool in conducting marketing activities. Advertising evolution has …

Purpose This study aims to explore how social status recognition, perceived value and
immersive enjoyment drive attachment to influencers and endorsements, thus triggering …

This research aims to bridge the industry and literature gaps by corroborating the impact of
social media influencers on consumer attitudes and intentions towards promotions. A total of …

Video game streaming (VGS) has attracted millions of users and shown unprecedented
growth globally. With technological development, these appealing media have largely …

Although there are many attempts to define celebrity endorsement (Fang & Jian, 2015), one
of the popular versions was proposed by Bergkvist and Zhou (2016, p. 3) and refers to “an …

This article seeks to study how the extensive usage of social networking sites (SNSs) and
interaction in consumer-to-consumer (C2C) communities influence brand trust. Social …

This study integrates the Theory of Planned Behavior (TPB) and the Elaboration Likelihood
Model (ELM) to assess and explain taxpayers' compliance with the Twitter account …

The main aim of the study is to establish the effects of online unpaid reviews posted by
internet celebrities (renowned vloggers) on audience's purchase intention, product …

With technological advancements and information tomorrow, many business sectors use
technology and media as a marketing tool. The current trend for long-term commercial …