Febriyantoro, Mohamad Trio; Mulyadi, Tirta; Hendrayani, Eka - In: Cogent Business & Management 11 (2024) 1, pp. 1-15
Despite the growing popularity and commercial potential of live streaming, research on live streaming trade is still in its early stages. Moreover, previous studies have produced inconsistent results regarding the influence of digital celebrity perceptions on consumer shopping intentions....
