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Live stream marketing and consumers' purchase intention: An IT affordance perspective using the S-O-R paradigm

Lu Zhang1,2, Min Chen3, Ahmad M A Zamil4

  • 1School of Journalism and Communication, Shanghai University, Shanghai, China.

Frontiers in Psychology
|February 23, 2023
PubMed

Keywords:
IT affordanceSORlive marketingpurchase intentionsocial commerce

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