...Mian Yan; Alex Pak Ki Kwok; Alan Hoi Shou Chan; Yu Sheng Zhuang; Kang Wen; Kai Chao Zhang Purpose E-commerce live streaming is a new influencer advertising method that allows influencers to interact directly with consumers on e-commerce platforms. Although evidence suggests that influencer live...

...Mingyao Hu; Sohail S. Chaudhry Purpose Enhancing consumer engagement in e-commerce live streaming is critical for e-commerce operators to build relationships and create consumer loyalty. Using the stimulus–organism–response model and theories from relationship marketing, the authors develop...