How brand live streaming affects brand attachment in social commerce: from the perspective of IT affordances

Wang, Tian; Wang, Yanglu; Wen, Yening; Wang, Chenyue

doi:10.1080/08997764.2024.2360394

Journal of Media Economics

2024

DOI: 10.1080/08997764.2024.2360394

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How brand live streaming affects brand attachment in social commerce: from the perspective of IT affordances

Tian Wang,

Yanglu Wang,

Yening Wen

et al.

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How brand live streaming affects brand attachment in social commerce: from the perspective of IT affordances

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References 75 publications

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