Live streaming commerce represents an emergent form of online retail in which real-time video broadcasts facilitate direct interaction between hosts and consumers. Drawing upon established theories of ...

Social engagement in live streaming and esports encompasses the interactive behaviours, communal rituals and emotional bonds that form between content creators, audiences and fellow spectators. In ...

When you ask a middle schooler what their dream career is, 15 years ago, the answer might have been a doctor or teacher. Today? Podcaster, YouTuber, streamer. This shift in response reflects the ...

Live streaming on YouTube has become an essential platform for creators, educators, and businesses to engage with their audiences in real-time. Whether you’re sharing knowledge, promoting a product, ...