See now, act now: How to interact with customers to enhance social commerce engagement?
Abstract
Although live social commerce apps have emerged as a marketing channel recently, live social commerce, as a relatively new phenomenon, has attracted little attention. The authors aim to explore the effect of live interactions on social commerce engagement based on the stimulus–organism–response paradigm and the moderating effect of susceptibility to informative influence. The findings show that live interactions (i.e., personalization,...
Paper Details
Title
See now, act now: How to interact with customers to enhance social commerce engagement?
Published Date
Sep 1, 2020
Journal
Volume
57
Issue
6
Pages
103324 - 103324
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Notes
History