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

Kirk Plangger, Zixuan Cheng Cheng, Jianyu Hao, Yiru Wang, Colin Campbell, Sara Rosengren

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Abstract

Live advertising is on the rise, with many influencers, brands, and retailers investing in the format online. Drawing on liveness theory, this article deconstructs advertising media and illustrates what it means to “go live.” Allowing for the synchronous production and consumption of media, live ads often offer sociable atmospheres and, when online, provides a more frictionless path to purchase. Our typology outlines how shoppable live advertising compares to other advertising media in terms of richness, temporal co-presence, sociability, and shoppability.
Original languageEnglish
JournalJOURNAL OF ADVERTISING RESEARCH
Publication statusAccepted/In press - 27 Apr 2021

Keywords

  • Liveness theory
  • Temporal co-presence
  • Sociability
  • Shoppability
  • Shoppable media
  • Live media

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