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Impact of Live Streaming on Impulse Buying by D4MPALIFFATUR AKBAR SHODIQ A.S is a document available to read on EtoBox.

This study investigates the impact of live streaming shopping, online customer reviews, and affiliate marketing on impulse buying through customer trust in Shopee e-commerce. Utilizing a sample of 224 participants and structural equation modeling, the findings indicate that all three marketing strategies significantly influence impulse buying and customer trust. The research highlights the importance of these strategies for optimizing marketing in the rapidly growing online shopping sector in Indonesia.

Author

D4MPALIFFATUR AKBAR SHODIQ A.S

Language

EN