Understanding consumer impulse buying in live streaming commerce: a streamer communication style and consumer’s language literacy perspectives
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DOI: 10.1108/imr-09-2024-0321
Abstract: This study aims to investigate the effectiveness of streamers’ communication styles for e-commerce platforms and the role of consumer language literacy and mediated interaction in enhancing impulsive buying behavior in international marketing via social media… read more here.
Keywords: consumer; streamer communication; commerce; language ... See more keywords