Customer engagement and purchase intention in live-streaming digital marketing platforms: 实时流媒体数字营销平台中的客户参与和购买意向

Clement Addo, Prince; Fang, Jiaming; Asare, Andy Ohemeng; Kulbo, Nora Bakabbey

doi:10.1080/02642069.2021.1905798

Cited by 222

The DOI matches its Crossref record; 9 of the 9 references it cites were found in a registry or an index.

Customer engagement and purchase intention in live-streaming digital marketing platforms: 实时流媒体数字营销平台中的客户参与和购买意向

Clement Addo, Prince, Fang, Jiaming, Asare, Andy Ohemeng, Kulbo, Nora Bakabbey·2021·The Service Industries Journal

DOI 10.1080/02642069.2021.1905798

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Abstract

The lack of human and social cues and customer engagement impedes traditional e-commerce until the birth of social commerce. This study investigates how customer engagement in live-streaming digital marketing affects purchase intentions. The results of 1726 datasets from two e-commerce platforms suggest that customer engagement is significantly associated with followership and purchase intention in live-streaming digital marketing. Whiles price is a significant moderator, its effects become insignificant on their purchase intentions once consumers become followers. The results highlight the positive impacts of social elements, including likes, chats, visits, and exposure time in social commerce towards transactional (purchase) and non-transactional (followership) benefits. Finally, the paper introduces a new perception of measuring customer engagement in live-streaming digital marketing and calls for further research into this new paradigm of social commerce to promote business and service provisions even with the restrictions of COVID-19.

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Authors: Clement Addo, P., Fang, J., Asare, A. O., & Kulbo, N. B.
Venue: The Service Industries Journal
Publisher: Informa UK Limited
Published: 2021-03-29
Volume: 41
Issue: 11-12
Pages: 767-786
ISSN: 0264-2069 (ISSN-L)
1743-9507
DOI: 10.1080/02642069.2021.1905798
OpenAlex: W3147971674
Cited by: 222
References: 9
FWCI: 54.86
Type: journal article
Language: en
Open access: closed

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This page: CoChat. (2026). Citation check: Customer engagement and purchase intention in live-streaming digital marketing platforms: 实时流媒体数字营销平台中的客户参与和购买意向. https://app.cochat.ai/papers/10.1080/02642069.2021.1905798
The paper: Clement Addo, P., Fang, J., Asare, A. O., & Kulbo, N. B. (2021). Customer engagement and purchase intention in live-streaming digital marketing platforms: 实时流媒体数字营销平台中的客户参与和购买意向. The Service Industries Journal. https://doi.org/10.1080/02642069.2021.1905798

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Customer engagement and purchase intention in live-streaming digital marketing platforms: 实时流媒体数字营销平台中的客户参与和购买意向

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