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Keywords: Viewer–streamer and viewer–viewer interactions
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Journal Articles
Real-time interaction unpacked: how live-streaming drives impulsive buying through presence and transcendent customer experience
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Journal of Research in Interactive Marketing (2026) 20 (4): 578–592.
Published: 08 September 2025
... model was tested using the partial least squares structural equation modeling (PLS-SEM) technique on a sample of 339 LSC viewers. Findings The results show that viewer–streamer and viewer–viewer interactions influence presence and TCE, with LSC platform facilitation as a contingent factor. Presence...
Includes: Supplementary data
