Exploring the value of shoppable live advertising: Liveness and shoppability in advertising media and future research avenues

Live advertising is on the rise, with many influencers, brands, and retailers investing in the format online.
Plangger et al.


  • 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.

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