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Andhi Febisatria

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Open access Oct 2026

Entertainment Value, Streamer Trust, and Digital Customer Engagement in Live-Streaming Commerce: A Moderated PLS-SEM Analysis

Live-streaming commerce has transformed digital shopping by integrating entertainment, social interaction, and real-time communication between consumers and streamers. Although entertainment value is theoretically expected to enhance consumer engagement, the conditions under which this relationship is strengthened rema...

Andhi Febisatria, D. A. Tholibon, R. Salam et al. · 0 citations

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