PACIS 2021 Proceedings

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Many brands and marketers use social media influencers to create brand awareness. These influencers act as endorsers who link brands and consumers, and hence improve consumer engagement. In the last few years, research on live stream influencer marketing has gained increasing attention. Although most products and services these days can be purchased online, certain ‘high-experience’ products and services, such as those offered by restaurants (e.g., unique dishes) or the hospitality and tourism industry (e.g., tourist attractions), still require consumers to shop in-store or experience the service in person. However, prior studies in this area have focused predominantly on viewers’ motivations and attitudes towards their online purchase intention. To bridge the gap, this research aims to better understand the effects of live stream influencer marketing on consumers’ offline purchase intention by conducting a comprehensive quantitative study.



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