... Emerald Publishing Limited Licensed re-use rights only Virtual streamer Human streamer Product type Mental imagery quality Implicit personality Purchase intention Due to the swift progression of digital media technology, live-streaming commerce has become a crucial way for companies...

... Limited Licensed re-use rights only Repurchase timing Framing effect Free gift Bundle Product type Brand type Marketers can frame promotions in various ways, two of which are gift (e.g. “buy shampoo and get shower lotion for free”) and bundle (e.g. “buy shampoo and shower lotion...

... and additionally, a new moderator, product type (vice/virtue) in the ad appeal–IB relationship. Practical implications Practitioners managing vice (virtue) brands may use humor (scarcity) appeals to promote impulse buying. Originality/value This paper demonstrates that humor (scarcity) appeals enhance...

.... Findings The most important triggers of positive eWOM (like product experience, product type, product characteristics) were similar across different product categories. The second-level antecedents of positive eWOM included the person(s) for whom the product is purchased, the price and the source...

... the selection of consistent‐fit and complementary‐fit causes could be influenced by product type and donation level. Design/methodology/approach An experiment in conjoint design was conducted based on a computer‐based survey involving 512 choice‐based conjoint interviews. Findings It is found...