Live Streaming to Influence Repeat Purchase: A Critically Appraised Topic

This paper explores how integrating live-streaming events into social commerce marketing strategies can enhance consumer repurchase intentions. It critically appraises five empirical studies, finding that trust, social connectedness, and customer engagement play pivotal roles in fostering repurchase motivation. The study emphasizes the importance of addressing consumer demographic differences and platform-specific dynamics in live-stream strategies for sustained growth.