Live stream marketing and consumers’ purchase intention: An IT affordance perspective using the S-O-R paradigm

Recent years have seen a shift in the online retail industry toward a greater emphasis on live marketing. The growth of social media commerce on the internet demonstrates the popularity of Livestream shopping. Although there has been a rise in interest in studying live streaming, a comprehensive mod...

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Detalles Bibliográficos
Autores principales: Zhang, Lu, Chen, Min, Zamil, Ahmad M. A.
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2023
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9929462/
https://www.ncbi.nlm.nih.gov/pubmed/36818116
http://dx.doi.org/10.3389/fpsyg.2023.1069050

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9929462/
https://www.ncbi.nlm.nih.gov/pubmed/36818116
http://dx.doi.org/10.3389/fpsyg.2023.1069050

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