...Jinqi Men; Xiabing Zheng; Robert M. Davison Purpose This article seeks to understand how live-streaming technology (i.e. interactivity and effective use of live-streaming shopping’s information presentation tool) impacts consumers’ credibility perception regarding live streamers. Design...

...-SEM) to examine the research model. Findings The study results indicate that UGAs perform better than MGAs in enhancing consumers' perceived informativeness, credibility and entertainment, while MGAs are more likely to make consumers feel irritated than UGAs in closed SNSs. Moreover, consumers...

... presents the hypotheses we investigate. Section 4 gives an overview of our approach. Section 5 targets accused troll users, Section 6 focuses on paid troll users and Section 7 studies troll comments. Section 8 studies the credibility of posts by accused troll users. Finally, Section 9 discusses...