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The intangible values of live streaming and their effect on audience engagement

Kah Yi LeongSunway Business School, Sunway University, Sunway City, MalaysiaJessica Sze Yin HoSchool of Social Science, Heriot-Watt University, Putrajaya, MalaysiaShehnaz TehseenDepartment of Management, Sunway Business School, Sunway University, Sunway City, MalaysiaEiad YafiFaculty of Engineering and Information Technology, University of Technology Sydney, Sydney, AustraliaTat‐Huei ChamFaculty of Accountancy and Management, Universiti Tunku Abdul Rahman, Kajang, Malaysia

Journal of Marketing Analyticsjournal2023en

ABI

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Digital Marketing and Social Media Customer Service Quality and Loyalty Technology Adoption and User Behaviour

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DOI: 10.1057/s41270-023-00247-1

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