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An empirical investigation of the impact of influencer live-streaming ads in e-commerce platforms on consumers' buying impulse.

Mian YanAlex Pak Ki KwokAlan Hoi Shou ChanYu Sheng ZhuangKang WenKai Chao Zhang
Published in: Internet Res. (2023)
Keyphrases
  • live streaming
  • online shopping
  • electronic commerce
  • marketing strategies
  • marketing campaigns
  • peer to peer
  • video quality
  • product information
  • streaming video
  • search advertising
  • image sequences
  • image quality