... that the social presence of viewers does not trigger consumers’ impulse buying behaviour. In contrast, the social presence of broadcasters and live streaming exerts a significant impact on impulse purchasing. Our findings also show that psychological ownership and self-efficacy play an important role as key...

... (window display and sales promotion) on impulsive buying behavior. Design/methodology/approach The sample size for the study was 350 with a response rate of 96 percent. The questionnaire was adapted from the established scale and measures. SmartPLS was used for statistical analysis. After reliability...