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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...
| Autores principales: | , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Frontiers Media S.A.
2023
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| Materias: | |
| 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 |