Exploring the value of shoppable live advertising: Liveness and shoppability in advertising media and future research avenues

Live advertising is on the rise, with many influencers, brands, and retailers investing in the format online.
Plangger et al.

MANAGEMENT SLANT

  • The COVID-19 pandemic has given rise to new forms of live advertising that, while similar to infomercials, offer new functionalities due to their digital nature.
  • Live advertisements are defined not only by the tempo

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