Open UTDAcademic Journal Reviews
10.1177/10591478241276131
ArticleProduction and Operations Management

Can Social Technologies Drive Purchases in E-Commerce Live Streaming? An Empirical Study of Broadcasters’ Cognitive and Affective Social Call-to-Actions

Yutong GuoYing ZhangKhim-Yong Goh ORCID ↗Xixian Peng
2025Volume 34 · Issue 12pp. 4039-4059
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