Factors influencing impulse buying in live streaming: a systematic literature review
Live streaming has experienced a surge in popularity worldwide. It has become known as a prominent online shopping trend with significant potential for marketing (Y. Zhang et al., 2024). The global revenues generated through live streaming in 2022 exceeded US$423 billion and are expected to reach US...
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| Main Authors: | , , |
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| Format: | Book Section |
| Language: | en |
| Published: |
Universiti Putra Malaysia Press
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/116573/1/116573.pdf http://psasir.upm.edu.my/id/eprint/116573/ |
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