The Power Of The People Witness The Impact Of Community Engagement On Wbbj Live Stream

— by investigating the mechanism of how live streaming influences consumer trust and engagement, this study elucidates the role of live streaming as a direct selling tool that has potential to build customer engagement.

— this study examined the live streaming attributes that motivate shoppers to watch and shop fashion clothes on facebook live streaming.

We showed the relationships between live streaming attributes and the influence they have on consumer trust and intentions to.

— the results reveal that sense of community, interactivity, and emotional support positively affects viewers’ social presence, leading to viewers’ watching live streaming.

— according to wongkitrungrueng and assarut (2020), live streaming that offers prospective shopping value in the form of hedonic, utilitarian, or symbolic benefits is likely to have a positive effect on customers' attitudes and behaviors, including trust and engagement.

— in a live stream, viewers may send virtual gifts (tips) to the broadcaster and engage with likes and chats free of charge.

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This article examines the role of emotion in interactive and dynamic business settings such as live streaming.

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— based on a questionnaire survey of 515 live viewers, this study examines the impact of the viewers’ network social presence on social support willingness and analyzes the roles of parasocial.