Factors influencing impulse buying in live streaming: a systematic literature review

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Factors influencing impulse buying in live streaming: a systematic literature review

Live streaming has experienced a surge in popularity worldwide. It has become known as a prominent online shopping trend with significant potential for marketing (Y. Zhang et al., 2024). The global revenues generated through live streaming in 2022 exceeded US$423 billion and are expected to reach US...

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Bibliographic Details
Main Authors:	Yin, Xiaoxing, Hashim, Haslinda, Ab Aziz, Yuhanis
Format:	Book Section
Language:	English
Published:	Universiti Putra Malaysia Press 2024
Online Access:	http://psasir.upm.edu.my/id/eprint/116573/ http://psasir.upm.edu.my/id/eprint/116573/1/116573.pdf

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