Keywords: Social comparison
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Journal Articles
Qualitative Market Research: An International Journal (2026) 29 (2): 286–312.
Published: 07 April 2026
... programme. Interviews focused on lived experiences of live shopping, emotional states, social comparison and self-regulation. Data were analysed using inductive thematic analysis to identify recurring psychosocial processes shaping impulsive purchasing. Findings The findings reveal that live shopping...

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