Search Results - "Live streaming"

The Power of Star Creators: Evidence from the Live Streaming Industry.

Authors: Qian, Kun Xie, Ying

Source: Journal of Marketing Research (JMR). Feb2026, Vol. 63 Issue 1, p149-166. 18p.

More Ads, More Viewers? Analyzing Behavioral Shifts from Advertising Permissions to Live Streaming Consumption.

Authors: Wu, Michael W. Ham, Sung H.

Source: Journal of Marketing. Mar2026, Vol. 90 Issue 2, p96-114. 19p.

REAL-TIME SALES DATA, STREAMER IMPROVISATION, AND SALES PERFORMANCE: EVIDENCE FROM LIVE STREAM SELLING.

Authors: He, Yumei Huang, Ni Wang, Lingli et al.

Source: MIS Quarterly. Dec2025, Vol. 49 Issue 4, p1567-1594. 28p. 2 Color Photographs, 8 Charts.

Lost in the Crowd: How Group Size and Content Moderation Shape User Engagement in Live Streaming.

Authors: Zhao, Keran Hong, Yili Ma, Tengteng et al.

Source: Information Systems Research (INFORMS). Dec2025, Vol. 36 Issue 4, p2076-2095. 20p.

The Impact of Customer Information on Service Supply and Demand: Evidence from a Large Live-Streaming Experiment.

Authors: Zeng, Zhiyu Clyde, Nicholas Dai, Hengchen et al.

Source: Manufacturing & Service Operations Management (M&SOM) (INFORMS). Jan/Feb2026, Vol. 28 Issue 1, p212-230. 19p.

A Model of Shoppertainment Live Streaming.

Authors: Gu, Zheyin Zhao, Xuying Wu, D. J.

Source: Management Science (INFORMS). Aug2025, Vol. 71 Issue 8, p6816-6835. 20p.

Literature Review on the Moderating Effect of Celebrity Endorser toward Browsing and Impulse Buying Behavior in Live-Streaming Market.

Authors: Yanzhou, Wu Chin, Thoo Ai

Source: Journal of Business & Economics Review (JBER). 2026, Vol. 11 Issue 2, p69-75. 7p.

THE IMPACT OF VIRTUAL STREAMER SOURCE CREDIBILITY ON PURCHASE INTENTIONS IN AGRICULTURAL LIVE STREAMING: A MULTI-METHOD APPROACH.

Authors: Wang, Xueying Zhang, Yuexian

Source: Journal of Electronic Commerce Research. 2026, Vol. 27 Issue 3, p238-263. 26p.

From Field to Screen: How Live-Streaming Backgrounds and Product Processing Levels Shape Purchase Intentions for Agricultural Products.

Authors: Yao, Shanji Li, Feifan Liu, Dewen et al.

Source: Journal of Theoretical & Applied Electronic Commerce Research. May2026, Vol. 21 Issue 5, p138. 27p.

The Promotional Effects of Live Streams by Twitch Influencers.

Authors: Huang, Yufeng Morozov, Ilya

Source: Marketing Science (INFORMS). Jul/Aug2025, Vol. 44 Issue 4, p916-932. 17p.

NFL Defends Putting More Games on Streaming Amid Federal Probes.

Authors: Miller, Hannah (AUTHOR)

Source: Bloomberg.com. 5/15/2026, pN.PAG-N.PAG. 1p.

Fortune Brainstorm Tech 2026 livestream.

Source: Fortune.com. 6/9/2026, pN.PAG-N.PAG. 1p.

Twitch CEO: Social media has become 'antisocial' and can't match the shared, human connection of livestreaming.

Authors: Herrera, Sebastian (AUTHOR)

Source: Fortune.com. 6/9/2026, pN.PAG-N.PAG. 1p.

Salesforce CEO Marc Benioff turned his earnings call into a vodcast. Why other Fortune 500 CEOs might follow.

Authors: Ventresca, Rachel (AUTHOR)

Source: Fortune.com. 5/7/2026, pN.PAG-N.PAG. 1p.

Multiview's Vendor Landscape: HOW STREAMING ARCHITECTURES DETERMINE SUCCESS.

Authors: OZER, JAN jozer@mindspring.com

Source: Streaming Media. Summer2026, Vol. 23 Issue 2, p38-43. 6p.

How live streaming social commerce influences impulsive buying in China.

Authors: Wang, Yunyan Zhao, Kexin Teo, Poh-Chuin

Source: Social Behavior & Personality: an international journal. Jul2026, Vol. 54 Issue 7, p1-11. 11p.

Subjects: Live streaming, Impulse buying, Electronic commerce, Stimulus & response (Psychology), Chinese people, Consumer behavior

Geographic Terms: China

How Social Presence Affects Potential Tourists' Purchase Intention: Integrating Cognitive, Emotional and Behavioral Paths.

Authors: Hong, Xueting Zhang, Hongmei Wu, Wenxiu et al.

Source: Journal of Quality Assurance in Hospitality & Tourism. 2026, Vol. 27 Issue 4, p787-810. 24p.

The triple migration of the "cyber-pets": embodied digital labour and multisensory experiences of female live streamers in urban China.

Authors: He, Meng-Yun¹ (AUTHOR) m.he14@lse.ac.uk

Source: Ethnic & Racial Studies. Jun2026, Vol. 49 Issue 7, p1491-1512. 22p.

Scopophilic objectification and the digital afterlife of women's live streams on YouTube in Indonesia.

Authors: Winarto, Arif Zuhdi Faruk Handajani, Suzie

Source: Simulacra. Jun2026, Vol. 9 Issue 1, p202-217. 16p.

The Effect of Price Discount, Live Streaming, and Customer Reviews on the Purchase Decisions of Online Customers at Shopee in the Special Region of Yogyakarta.

Authors: Sujoko Amanatun, Chindy Ariska Nakuloadi, Hening

Source: Eduvest: Journal Of Universal Studies. Jun2026, Vol. 6 Issue 6, p6681-6690. 10p.