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- Publisher
- Emerald Publishing
- Copyright
- © Emerald Publishing Limited
- ISSN
- 0263-4503
- DOI
- 10.1108/mip-01-2022-0027
- Publisher site
- See Article on Publisher Site
Abstract
Live streaming platforms have become an essential marketing medium. This study constructed a model based on a combination of psychological contract theory and trust transfer theory.Design/methodology/approachA survey was administered to viewers who watched live streaming sales videos belonging to the top three most popular categories on Facebook and purchased a featured product in the past 6 months.FindingsAll but one hypothesis were supported. Although psychological contracts significantly increased trust in live streamers and trust in products, trust in products was increased more through trust in live streamers than directly.Originality/valueThe authors identified prerequisites for psychological contract establishment and developed an integrated empirical model.
Journal
Marketing Intelligence & Planning – Emerald Publishing
Published: Mar 13, 2023
Keywords: Social media; Influencer marketing; Social interaction; Online psychological contract; Trust transfer theory; Online customer behavior