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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

Journal of Computer Information Systems, Volume: 65, Issue: 3, Pages: 376 - 399

Swansea University Author: Yogesh Dwivedi

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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
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URI: https://cronfa.swan.ac.uk/Record/cronfa65159
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spelling 2025-05-14T12:25:51.5325206 v2 65159 2023-11-29 Live Streaming Commerce: A Review and Research Agenda d154596e71b99ad1285563c8fdd373d7 Yogesh Dwivedi Yogesh Dwivedi true false 2023-11-29 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. Journal Article Journal of Computer Information Systems 65 3 376 399 Informa UK Limited 0887-4417 2380-2057 Live stream, live stream commerce, live streaming, live streaming commerce, systematic review 20 12 2023 2023-12-20 10.1080/08874417.2023.2290574 COLLEGE NANME COLLEGE CODE Swansea University Another institution paid the OA fee 2025-05-14T12:25:51.5325206 2023-11-29T12:43:21.8070926 Faculty of Humanities and Social Sciences School of Management - Business Management Xi Luo 1 Weng Marc Lim 2 Jun-Hwa Cheah 3 Xin-Jean Lim 4 Yogesh Dwivedi 5 65159__29443__2f599ae6162346758e7d3d430730bc8c.pdf 65159.VOR.pdf 2024-01-15T16:45:04.3882313 Output 3903063 application/pdf Version of Record true © 2023 The Author(s). This is an Open Access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. true eng http://creativecommons.org/licenses/by/4.0/
title Live Streaming Commerce: A Review and Research Agenda
spellingShingle Live Streaming Commerce: A Review and Research Agenda
Yogesh Dwivedi
title_short Live Streaming Commerce: A Review and Research Agenda
title_full Live Streaming Commerce: A Review and Research Agenda
title_fullStr Live Streaming Commerce: A Review and Research Agenda
title_full_unstemmed Live Streaming Commerce: A Review and Research Agenda
title_sort Live Streaming Commerce: A Review and Research Agenda
author_id_str_mv d154596e71b99ad1285563c8fdd373d7
author_id_fullname_str_mv d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
author Yogesh Dwivedi
author2 Xi Luo
Weng Marc Lim
Jun-Hwa Cheah
Xin-Jean Lim
Yogesh Dwivedi
format Journal article
container_title Journal of Computer Information Systems
container_volume 65
container_issue 3
container_start_page 376
publishDate 2023
institution Swansea University
issn 0887-4417
2380-2057
doi_str_mv 10.1080/08874417.2023.2290574
publisher Informa UK Limited
college_str Faculty of Humanities and Social Sciences
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hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 1
active_str 0
description 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.
published_date 2023-12-20T11:34:52Z
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score 11.088929

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