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Keywords: Live shopping
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Journal Articles
Daniel Costa Pacheco, Ana Isabel Damião de Serpa Arruda Moniz, Suzana Nunes Caldeira, Osvaldo Dias Lopes da Silva
Qualitative Market Research: An International Journal (2026) 29 (2): 286–312.
Published: 07 April 2026
...Daniel Costa Pacheco; Ana Isabel Damião de Serpa Arruda Moniz; Suzana Nunes Caldeira; Osvaldo Dias Lopes da Silva Purpose Live shopping, defined as real-time product promotion and purchasing through interactive livestreams on social media platforms (e.g. Facebook Live, Instagram Live and TikTok...
