The Effect of Live Streaming Interaction on Consumers' Purchase Intention in Bandung City: Social Presence as a Mediation Factor
In the digital era, live streaming has emerged as a widely used marketing strategy across e-commerce platforms. Social presence—defined as the perceived sense of social interaction during live streaming—is believed to significantly influence consumers’ purchase intentions. However, limited research...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas KH Abdul Chalim, Prodi Ekonomi Syariah
2025-07-01
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| Series: | Indonesian Interdisciplinary Journal of Sharia Economics |
| Subjects: | |
| Online Access: | https://e-journal.uac.ac.id/index.php/iijse/article/view/7276 |
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