Empowerment to commitment : how live-streaming atmosphere and relational bonds drive impulse consumption?
Pu Lai, Eugene Cheng-Xi Aw, and Garry Wei-Han Tan
| Year of publication: |
2025
|
|---|---|
| Authors: | Lai, Pu ; Aw, Eugene Cheng-Xi ; Tan, Garry Wei-Han |
| Published in: |
Journal of research in interactive marketing : interactive marketing and computer-mediated communication. - Bingley : Emerald, ISSN 2040-7130, ZDB-ID 2556111-X. - Vol. 19.2025, 4, p. 549-570
|
| Subject: | Consumer behavior | Consumer empowerment | Customer commitment | Impulse consumption behavior | Live-streaming | Relational bonds | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Anleihe | Bond |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JRIM-03-2024-0131 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015416715