The effects of social media live streaming commerce on Vietnamese Generation Z consumers’ purchase intention

The effects of social media live streaming commerce on Vietnamese Generation Z consumers’ purchase intention

Social media live streaming commerce is an emerging and effective online shopping channel that integrates live streaming and e-commerce through social media platforms. This trend has gained significant attention, particularly from Generation Z, who are drawn to the interactive and entertaining aspec...

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Bibliographic Details
Main Authors: Thi Thuy An Ngo, Chi Thanh Bui, Huynh Khanh Long Chau, Nguyen Phuc Nguyen Tran
Format: Article
Language:English
Published: LLC "CPC "Business Perspectives" 2023-12-01
Series:Innovative Marketing
Subjects:
Generation Z
interactivity
live streaming commerce
purchase intention
social media
Vietnam
Online Access:https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/19361/IM_2023_04_Ngo.pdf

Internet

https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/19361/IM_2023_04_Ngo.pdf

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