Zhu, Peng; Liu, Zixi; Li, Xiaotong; Jiang, Xu; Zhu, … - In: Industrial Management & Data Systems 123 (2022) 3, pp. 862-885
Purpose Livestreaming, as a relatively new online marketing model, has generated numerous business opportunities for e-commerce and social commerce. The purpose of this paper is to investigate to what degree livestreaming content impacts online users' cognitive and emotional reactions and...