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Live Streaming Commerce: A Review and Research Agenda

Xi Luo, Weng Marc Lim, Jun-Hwa Cheah, Xin-Jean Lim, Yogesh Dwivedi Orcid Logo

Journal of Computer Information Systems, Pages: 1 - 24

Swansea University Author: Yogesh Dwivedi Orcid Logo

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DOI (Published version): 10.1080/08874417.2023.2290574

Abstract

Live streaming on social media has evolved into live streaming commerce (LSC), a subset of electronic commerce that merges real-time social interaction with digital marketing. LSC is increasingly used for enhancing customer engagement, product promotion, transaction facilitation, and improving onlin...

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Published in: Journal of Computer Information Systems
ISSN: 0887-4417 2380-2057
Published: Informa UK Limited 2023
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa65159
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Abstract: Live streaming on social media has evolved into live streaming commerce (LSC), a subset of electronic commerce that merges real-time social interaction with digital marketing. LSC is increasingly used for enhancing customer engagement, product promotion, transaction facilitation, and improving online shopping experiences. However, LSC, as a field of study, lacks a comprehensive systematic review, highlighting a gap in understanding its development and prospective trajectories. This article aims to fill this gap by conducting a comprehensive systematic review of existing LSC studies and charting a course for its future inquiry. Utilizing the SPAR-4-SLR protocol and the TCCM framework, this study reviews relevant LSC studies from Scopus and Web of Science to reveal the key theories, contexts, characteristics, methods, and promising avenues for understanding and enriching LSC.
Keywords: Live stream, live stream commerce, live streaming, live streaming commerce, systematic review
College: School of Management
Start Page: 1
End Page: 24

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