TUNICRIS-julkaisut - Trepo

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Can social interaction-oriented content trigger viewers' purchasing and gift-giving behaviors? Evidence from live-streaming commerce

Yang, Qiang; Huo, Jiale; Li, Hongxiu; Xi, Yue; Liu, Yong (2023)
article

<p>Purpose: This study investigates how social interaction-oriented content in broadcasters' live speech affects broadcast viewers' purchasing and gift-giving behaviors and how broadcaster popularity moderates ...
The effects of fear of missing out on social media posting preferences

Xi, Yue; Huo, Jiale; Zhao, Xinran; Jiang, Yushi; Yang, Qiang (30.11.2022)
article

<p>Purpose: Fear of missing out (FOMO) has become a common phenomenon on social media. This study aims to examine how FOMO influences consumer preferences for posting about identity-relevant products on social media. ...