... with impulsive buying and purchase behavior through emotional trust and viewer engagement in livestream commerce. Design/methodology/approach A cross-sectional online survey was conducted among livestream shoppers in Vietnam. A total of 386 valid responses were analyzed using partial least squares structural...

... and the credibility of SMIs shape the dynamics of consumer purchase behavior (PB). Design/methodology/approach Information was gathered from 498 users in Ghana through judgmental sampling using SmartPLS 4. Findings The findings revealed that influencers’ credibility has a substantial impact on their followers...