The Impact of Mukbang Live Streaming Commerce on Consumers’ Overconsumption Behavior
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DOI: 10.1177/10949968231156104
Abstract: Food live streaming shopping, which features a host eating and promoting the products to viewers, has become a new form of food marketing. In three studies, the authors examine the impact of content, influencer, and… read more here.
Keywords: food; mukbang live; live streaming; perceived value ... See more keywords