... low-price deal may lead consumers to be perceived as smart shoppers, it may synchronously trigger an undesirable social image of cheapness. Drawing on impression management theory, our study reconciles this paradox by empirically examining the opposing effects of these two social image concerns...

...Qian Wang; Xixi Li; Xiangbin Yan Purpose Live commerce distinguishes itself from traditional social commerce by virtue of its unique capability to empower influencers with instant impression management via the live channel. Previous research has delved into the manner in which diverse...