Optimizing live streaming features to enhance customer immersion and engagement: A comparative study of live streaming genres in China - Tian, Yu; Frank, Björn (Journal of retailing and consumer services, 2024)
Keywords: Customer engagement; Flow experience; Hedonic products; Influencer; Involvement; Live streaming; Utilitarian products; Utilitarian products; Influencer; Hedonic products; Involvement; Flow experience; Customer engagement; Live streaming