... theory, which has primarily been studied in static product design, to the dynamic and multi-modal domain of AI streamer design in livestreaming commerce. Design/methodology/approach This research investigates how cute AI streamers influence consumer behavior whilst livestreaming commerce using three...

...Xinyu Ma; Eugene Cheng-Xi Aw; Raffaele Filieri Purpose The recent livestreaming commerce has magnified the role of influencer marketing, where the influencers are partnering with brands for product promotion. This study examines the impact of influencer attributes, interaction strategies...