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...

Full description

Bibliographic Details

Main Author:	Leong, Ze Qi
Format:	Final Year Project / Dissertation / Thesis
Published:	2025
Subjects:	H Social Sciences (General) HF Commerce
Online Access:	http://eprints.utar.edu.my/6837/1/2202269_Leong_Ze_Qi_LEONG_ZE_QI_2.pdf http://eprints.utar.edu.my/6837/
Tags:	Add Tag No Tags, Be the first to tag this record!