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https://doi.org/10.1016/j.jbusres.2018.08.032

has been cited by the following article:

• TITLE: Significance of Live Streaming in Shaping Business: A Critical Review and Analytical Study

  AUTHORS: Nasir Uddin

  KEYWORDS: Live Streaming, Social Media, Business Impact, Consumer Decision-Making, Brand Community, Interactive Marketing, Facebook Live, Instagram Live, Product Reviews, Online Consumer Behavior, Self-Determination Theory (SDT), Live Video Marketing

  JOURNAL NAME: Social Networking, Vol.13 No.3, July 31, 2024

  ABSTRACT: With the rise of live streaming on social media, platforms like Facebook, Instagram, and YouTube have become powerful business tools. They enable users to share live videos, fostering direct connections between businesses and their customers. This critical literature review paper explores the impact of live streaming on businesses, focusing on its role in attracting and satisfying consumers by promoting products tailored to their needs and wants. It emphasizes live streaming’s crucial role in engaging customers, a key to business growth. The study also provides viable strategies for businesses to leverage live streaming for growth and customer engagement, underscoring its importance in the business landscape.