Understanding consumer impulse buying in live streaming commerce: a streamer communication style and consumer’s language literacy perspectives

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journal：International Marketing Review

Authors：Asad Ur Rehman; Lenka vecová; Muhammad Shoaib; Jaromír Veber; Zahra Maryam; Alberto Ferraris

Published date：2025-12-5

DOI：10.1108/imr-09-2024-0321

PDF link：https://www.emerald.com/imr/arti ... -09-2024-0321en.pdf

Article link：https://doi.org/10.1108/imr-09-2024-0321

Article Source：Emerald。

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[Emerald] Understanding consumer impulse buying in live streaming commerce: a streamer communication style and consumer’s language literacy perspectives

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