@article{lee2022what,
  title = {What Drives Perceived Value and Loyalty in Live Broadcasting},
  author = {Kuan-Yin LEE and Prasana Kumar SAMANTA and Jing-Ya HUANG},
  year = 2022,
  url = {https://ibimapublishing.com/p-articles/39MKT/2022/3925022/},
  journal = {Communications of International Proceedings},
  volume = 2022 (18),
  abstract = {The purpose of the present study is to analyze consumers’ loyalty to the brand and the broadcast owner in live broadcast e-commerce and to determine whether the brand in live broadcast e-commerce has enough influence to analyze whether live broadcast sales bring long-term value or result in the dilemma of short-term promotion. The present research is helpful to find the factors that affect the long-term interests and loyalty of the brand and provide  reference and contribution to the future development of live marketing in the industry.},
  keywords = {Live broadcast sales, Brand equity, Broadcaster loyalty, Brand loyalty},
  note = Article ID: 3925022
}