... Influencer Teaser video Signaling theory Consumer inspiration The booming of livestreams raises the new challenge of attracting consumers to watch livestreams in an oversaturated market. To attract consumers, brands have collaborated with influencers, who are individuals recognized as opinion...

...Prasanta Kr Chopdar; Justin Paul Purpose From the signaling theory perspective, the current study explores various drivers of brand transparency and its effect on users' interactions with food delivery apps. Design/methodology/approach First, a set of precursors of brand transparency of food...