{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,17]],"date-time":"2026-06-17T21:56:58Z","timestamp":1781733418253,"version":"3.54.5"},"reference-count":149,"publisher":"Emerald","issue":"4","license":[{"start":{"date-parts":[[2022,12,29]],"date-time":"2022-12-29T00:00:00Z","timestamp":1672272000000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["INTR"],"published-print":{"date-parts":[[2023,7,17]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>E-commerce live streaming is a new influencer advertising method that allows influencers to interact directly with consumers on e-commerce platforms. Although evidence suggests that influencer live-streaming advertisements (ads) on social media can increase consumers\u2019 buying impulses, little research examined how this similar but new advertising method on e-commerce platforms may influence consumers\u2019 urge to buy impulsively. This study explores the role of influencer credibility, celebrity effect, perceived entertainment, trust and perceived usefulness on consumers\u2019 attitudes toward influencer ads and their urge to buy impulsively.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>A questionnaire containing seven constructs was developed and distributed to participants using a convenient sample and snowball sampling approach. The constructs were measured based on validated measurement items from the literature and adjusted according to this study\u2019s focus. A total of 236 valid responses were obtained from the survey and used for data analysis. A partial least squares structural equation modeling approach was employed for parameter estimation and model testing.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The empirical results show that all constructs influenced consumers\u2019 urge to buy impulsively via attitude toward influencer ads. The proposed research model explains 61.7% of the variance in attitude toward influencer ads and 19.4% of the urge to buy impulsively.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This is an early study investigating the relationship between influencer advertising and impulse buying. The results provide valuable insights into improving the design of influencer ads and marketing strategies.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Highlights<\/jats:title><jats:p><jats:list id=\"list1\" list-type=\"order\"><jats:list-item><jats:p>I-eIB model tests the mechanism of influencer ads on consumers\u2019 buying impulse.<\/jats:p><\/jats:list-item><jats:list-item><jats:p>Consumers\u2019 attitude towards influencer ads affects their urge to buy impulsively.<\/jats:p><\/jats:list-item><jats:list-item><jats:p>Influencer credibility affects consumer attitude via celebrity effect as a mediator.<\/jats:p><\/jats:list-item><jats:list-item><jats:p>Trust affects consumer attitude via perceived usefulness as a mediator.<\/jats:p><\/jats:list-item><jats:list-item><jats:p>Entertaining ads help develop favorable consumer attitude.<\/jats:p><\/jats:list-item><\/jats:list><\/jats:p><\/jats:sec>","DOI":"10.1108\/intr-11-2020-0625","type":"journal-article","created":{"date-parts":[[2022,12,28]],"date-time":"2022-12-28T05:51:34Z","timestamp":1672206694000},"page":"1633-1663","source":"Crossref","is-referenced-by-count":79,"title":["An empirical investigation of the impact of influencer live-streaming ads in e-commerce platforms on consumers\u2019 buying impulse"],"prefix":"10.1108","volume":"33","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-1305-4257","authenticated-orcid":false,"given":"Mian","family":"Yan","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-7961-8326","authenticated-orcid":false,"given":"Alex Pak Ki","family":"Kwok","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Alan Hoi Shou","family":"Chan","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Yu Sheng","family":"Zhuang","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Kang","family":"Wen","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Kai Chao","family":"Zhang","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","published-online":{"date-parts":[[2022,12,29]]},"reference":[{"key":"key2023071406110133000_ref001","doi-asserted-by":"publisher","first-page":"89041","DOI":"10.1109\/ACCESS.2020.2993671","article-title":"Understanding online impulse buying behavior in social commerce: a systematic literature review","volume":"8","year":"2020","journal-title":"IEEE Access"},{"issue":"1","key":"key2023071406110133000_ref002","doi-asserted-by":"publisher","first-page":"110","DOI":"10.1348\/026151010X494089","article-title":"On-line ostracism affects children differently from adolescents and adults","volume":"29","year":"2011","journal-title":"British Journal of Developmental Psychology"},{"issue":"2","key":"key2023071406110133000_ref003","doi-asserted-by":"publisher","first-page":"179","DOI":"10.1016\/0749-5978(91)90020-T","article-title":"The theory of planned behavior","volume":"50","year":"1991","journal-title":"Organizational Behavior and Human Decision Processes"},{"key":"key2023071406110133000_ref004","doi-asserted-by":"publisher","first-page":"261","DOI":"10.1016\/j.ijinfomgt.2018.08.009","article-title":"Towards a theory of SocioCitizenry: quality anticipation, trust configuration, and approved adaptation of governmental social media","volume":"43","year":"2018","journal-title":"International Journal of Information Management"},{"issue":"7","key":"key2023071406110133000_ref005","doi-asserted-by":"publisher","first-page":"1177","DOI":"10.1016\/j.tele.2017.05.008","article-title":"Social media in marketing: a\u00a0review and analysis of the existing literature","volume":"34","year":"2017","journal-title":"Telematics and Informatics"},{"key":"key2023071406110133000_ref006","doi-asserted-by":"publisher","first-page":"853168","DOI":"10.3389\/fpsyg.2022.853168","article-title":"Let\u2019s buy with social commerce platforms through social media influencers: an Indian consumer perspective","volume":"13","year":"2022","journal-title":"Frontiers in Psychology"},{"issue":"1","key":"key2023071406110133000_ref007","doi-asserted-by":"publisher","first-page":"72","DOI":"10.4018\/IJOM.2020010105","article-title":"The impact of social media platforms \u2018Instagram\u2019 and \u2018snapchat\u2019 on the purchasing decision - 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