A systematic literature review on social commerce: Assessing the past and guiding the future

Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions

Karina Sokolova, Hajer Kéfi · Journal of Retailing and Consumer Services · 2019 · 1.5K citations

Business, Communication, Marketing +10

The role of live streaming in building consumer trust and engagement with social commerce sellers

Apiradee Wongkitrungrueng, Nuttapol Assarut · Journal of Business Research · 2018 · 1.3K citations

Business, Marketing, Marketing Management +16

Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications

Linda D. Hollebeek, Keith Macky · Journal of Interactive Marketing · 2018 · 901 citations

Business, Marketing, Marketing Management +13

What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement

Chia‐Chen Chen, Yi‐Chen Lin · Telematics and Informatics · 2017 · 721 citations

Social Sciences, Communication, Marketing +14

Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework

Mu Hu, Mingli Zhang, Yu Wang · Computers in Human Behavior · 2017 · 660 citations

Social Sciences, Communication, Marketing +14