The role of live streaming in building consumer trust and engagement with social commerce sellers
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DOI: 10.1016/j.jbusres.2018.08.032
Abstract: Abstract Live streaming services (e.g., Facebook Live), whereby video is broadcast in real time, have been adopted by many small individual sellers as a direct selling tool. Drawing on literature in retailing, adoption behavior, and… read more here.
Keywords: commerce; trust; customer; live streaming ... See more keywords