FRINK Linked Data Fragments server

Matches in SemOpenAlex for { <https://semopenalex.org/work/W4312223332> ?p ?o ?g. }

• W4312223332 endingPage "1663" @default.
• W4312223332 startingPage "1633" @default.
• W4312223332 abstract "Purpose E-commerce live streaming is a new influencer advertising method that allows influencers to interact directly with consumers on e-commerce platforms. Although evidence suggests that influencer live-streaming advertisements (ads) on social media can increase consumers’ buying impulses, little research examined how this similar but new advertising method on e-commerce platforms may influence consumers’ urge to buy impulsively. This study explores the role of influencer credibility, celebrity effect, perceived entertainment, trust and perceived usefulness on consumers’ attitudes toward influencer ads and their urge to buy impulsively. Design/methodology/approach A questionnaire containing seven constructs was developed and distributed to participants using a convenient sample and snowball sampling approach. The constructs were measured based on validated measurement items from the literature and adjusted according to this study’s focus. A total of 236 valid responses were obtained from the survey and used for data analysis. A partial least squares structural equation modeling approach was employed for parameter estimation and model testing. Findings The empirical results show that all constructs influenced consumers’ urge to buy impulsively via attitude toward influencer ads. The proposed research model explains 61.7% of the variance in attitude toward influencer ads and 19.4% of the urge to buy impulsively. Originality/value This is an early study investigating the relationship between influencer advertising and impulse buying. The results provide valuable insights into improving the design of influencer ads and marketing strategies. Highlights I-eIB model tests the mechanism of influencer ads on consumers’ buying impulse. Consumers’ attitude towards influencer ads affects their urge to buy impulsively. Influencer credibility affects consumer attitude via celebrity effect as a mediator. Trust affects consumer attitude via perceived usefulness as a mediator. Entertaining ads help develop favorable consumer attitude." @default.
• W4312223332 created "2023-01-04" @default.
• W4312223332 creator A5010252606 @default.
• W4312223332 creator A5028050454 @default.
• W4312223332 creator A5029184952 @default.
• W4312223332 creator A5037951447 @default.
• W4312223332 creator A5058159907 @default.
• W4312223332 creator A5083030727 @default.
• W4312223332 date "2022-12-29" @default.
• W4312223332 modified "2023-10-01" @default.
• W4312223332 title "An empirical investigation of the impact of influencer live-streaming ads in e-commerce platforms on consumers’ buying impulse" @default.
• W4312223332 cites W1204404493 @default.
• W4312223332 cites W1538290895 @default.
• W4312223332 cites W1587475503 @default.
• W4312223332 cites W1791587663 @default.
• W4312223332 cites W1973447349 @default.
• W4312223332 cites W1975086943 @default.
• W4312223332 cites W1983379355 @default.
• W4312223332 cites W1984695980 @default.
• W4312223332 cites W1985103963 @default.
• W4312223332 cites W1988050849 @default.
• W4312223332 cites W1995361460 @default.
• W4312223332 cites W2005092827 @default.
• W4312223332 cites W2016029582 @default.
• W4312223332 cites W2033943395 @default.
• W4312223332 cites W2034067178 @default.
• W4312223332 cites W2037464800 @default.
• W4312223332 cites W2038318317 @default.
• W4312223332 cites W2038702827 @default.
• W4312223332 cites W2043498068 @default.
• W4312223332 cites W2052152090 @default.
• W4312223332 cites W2058307797 @default.
• W4312223332 cites W2063825102 @default.
• W4312223332 cites W2081530205 @default.
• W4312223332 cites W2090082222 @default.
• W4312223332 cites W2093833848 @default.
• W4312223332 cites W2099697766 @default.
• W4312223332 cites W2106096361 @default.
• W4312223332 cites W2115981184 @default.
• W4312223332 cites W2127590348 @default.
• W4312223332 cites W2130140239 @default.
• W4312223332 cites W2131568786 @default.
• W4312223332 cites W2136360414 @default.
• W4312223332 cites W2139808242 @default.
• W4312223332 cites W2149608872 @default.
• W4312223332 cites W2149967206 @default.
• W4312223332 cites W2150482479 @default.
• W4312223332 cites W2223470559 @default.
• W4312223332 cites W2271895209 @default.
• W4312223332 cites W2318358854 @default.
• W4312223332 cites W2386188707 @default.
• W4312223332 cites W2417988073 @default.
• W4312223332 cites W2465116584 @default.
• W4312223332 cites W2468566723 @default.
• W4312223332 cites W2504133222 @default.
• W4312223332 cites W2507977639 @default.
• W4312223332 cites W2520599508 @default.
• W4312223332 cites W2521966845 @default.
• W4312223332 cites W2527828984 @default.
• W4312223332 cites W2563858096 @default.
• W4312223332 cites W2588768581 @default.
• W4312223332 cites W2606052167 @default.
• W4312223332 cites W2619799373 @default.
• W4312223332 cites W2622756801 @default.
• W4312223332 cites W2624574483 @default.
• W4312223332 cites W2737502061 @default.
• W4312223332 cites W2738864711 @default.
• W4312223332 cites W2745858080 @default.
• W4312223332 cites W2748031863 @default.
• W4312223332 cites W2748757111 @default.
• W4312223332 cites W2760818174 @default.
• W4312223332 cites W2767327746 @default.
• W4312223332 cites W2780898625 @default.
• W4312223332 cites W2791374179 @default.
• W4312223332 cites W2794283760 @default.
• W4312223332 cites W2796962438 @default.
• W4312223332 cites W2797215089 @default.
• W4312223332 cites W2798106729 @default.
• W4312223332 cites W2812169933 @default.
• W4312223332 cites W2888827019 @default.
• W4312223332 cites W2891810147 @default.
• W4312223332 cites W2896328916 @default.
• W4312223332 cites W2899351518 @default.
• W4312223332 cites W2905110508 @default.
• W4312223332 cites W2910225532 @default.
• W4312223332 cites W2910397568 @default.
• W4312223332 cites W2913701832 @default.
• W4312223332 cites W2923877615 @default.
• W4312223332 cites W2926965895 @default.
• W4312223332 cites W2944768094 @default.
• W4312223332 cites W2945640404 @default.
• W4312223332 cites W2953760507 @default.
• W4312223332 cites W2954982670 @default.
• W4312223332 cites W2955737512 @default.
• W4312223332 cites W2960684503 @default.
• W4312223332 cites W2962089696 @default.
• W4312223332 cites W2964600867 @default.
• W4312223332 cites W2968719209 @default.

• next