Live streaming on social media has evolved into live streaming commerce (LSC), a subset of
electronic commerce that merges real-time social interaction with digital marketing. LSC is …

The prominence of livestreaming within the business sector has been on the rise, yielding a
transformative impact on the retailing and service landscape. Livestreaming has evolved …

This work offers a multidisciplinary perspective on the Metaverse, focusing on its potential
implications for consumer behavior. We begin by proposing a conceptualization of the …

Live streaming has offered new opportunities for retailers to increase their sales, hence its
reception of continuous scholarly attention. However, understanding the antecedents of …

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 …

Live streaming e-commerce has emerged as a novel online marketing model. Drawing upon
influencer marketing theory, this study examines the mechanisms through which influencers …

Social media live streams (SMLSs) are becoming mainstream e-commerce platforms,
especially for direct selling, offering online retailers (e-tailers) immense consumer interaction …

The emergence of virtual influencers, who possess realistic human-like appearances and
intelligence, has provided new opportunities for brand endorsement strategy and gradually …

Live streaming opens a new way for selling products, in which the streamer plays a leading
role. Whereas e-commerce live streaming has become ever-increasingly prevalent, how to …

The purpose of this study is to investigate (1) if online celebrities can directly emotionally
influence consumers, and (2) if the other audiences of the same livestream can indirectly …