TY - JOUR
T1 - Exploring the value of shoppable live advertising liveness and shoppability in advertising media and future research avenues
AU - Plangger, Kirk
AU - Cheng, Zixuan
AU - Hao, Jianyu
AU - Wang, Yiru
AU - Campbell, Colin
AU - Rosengren, Sara
N1 - Publisher Copyright:
© 2021, World Advertising Research Center. All rights reserved.
PY - 2021
Y1 - 2021
N2 - 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, a live advertisement typically offers a sociable atmosphere and, delivered interactively online, reduces the friction along the path to purchase. The typology here outlines how shoppable live advertising compares to other advertising media in terms of richness, temporal copresence, sociability, and shoppability.
AB - 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, a live advertisement typically offers a sociable atmosphere and, delivered interactively online, reduces the friction along the path to purchase. The typology here outlines how shoppable live advertising compares to other advertising media in terms of richness, temporal copresence, sociability, and shoppability.
UR - http://www.scopus.com/inward/record.url?scp=85118395944&partnerID=8YFLogxK
U2 - 10.2501/JAR-2021-008
DO - 10.2501/JAR-2021-008
M3 - Article
AN - SCOPUS:85118395944
SN - 0021-8499
VL - 61
SP - 129
EP - 132
JO - JOURNAL OF ADVERTISING RESEARCH
JF - JOURNAL OF ADVERTISING RESEARCH
IS - 2
ER -