MANAGEMENT SLANT
- The COVID-19 pandemic has given rise to new forms of live advertising that, while similar to infomercials, offer new functionalities due to their digital nature.
- Live advertisements are defined not only by the temporal copresence of creators and viewers, but also by affording a sociable atmosphere.
- An advertisement’s shoppability is increased as the friction between an advertisement’s message and the purchase is reduced.
GOING LIVE: THE PROSPECT OF SHOPPABLE LIVE ADVERTISING
During the COVID-19 pandemic, many interactions pivoted from in-person events or meetings to being digitally mediated using a...