The effectiveness of live streaming commerce in driving consumer engagement and purchasing intention
The rapid proliferation of live-streaming commerce has revolutionized e-commerce by driving consumer engagement and purchasing intention. This study explores the effectiveness of live streaming platforms in influencing consumer behaviour, with a focus on broadcasters’ roles, real-time interaction, a...
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| Format: | Final Year Project / Dissertation / Thesis |
| Published: |
2025
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| Online Access: | http://eprints.utar.edu.my/6837/1/2202269_Leong_Ze_Qi_LEONG_ZE_QI_2.pdf http://eprints.utar.edu.my/6837/ |
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