Special Issue of Production and Operations Management Social Technologies in Operations

How social media live streams affect online buyers: A uses and gratifications perspective

“…This industry concern has generated several calls for research from academics and practitioners to help businesses better understand consumer purchase intention drivers during SMLSs (Forbes, 2022;Kang et al, 2021;Qiu et al, 2021;Sun et al, 2020). Although several researchers have attempted to address these issues from perspectives like uncertainty reduction (Lu & Chen, 2021) and information technology (IT) affordances (Sun et al, 2019), the extant body of knowledge has two main limitations.…”