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

Kirk Plangger, Zixuan “Mia” Cheng, Jianyu Hao, Yiru Wang, Colin Campbell, and Sara Rosengren

Live advertising is on the rise, with many influencers, brands, and retailers investing in the format online.
Plangger et al.

MANAGEMENT SLANT

  • The COVID-19 pandemic has given rise to new forms of live advertising that, while similar to infomercials, offer new functionalities due to their digital nature.
  • Live advertisements are defined not only by the temporal copresence of creators and viewers, but also by affording a sociable atmosphere.
  • An advertisement’s shoppability is increased as the friction between an advertisement’s message and the purchase is reduced.

GOING LIVE: THE PROSPECT OF SHOPPABLE LIVE ADVERTISING

During the COVID-19 pandemic, many interactions pivoted from in-person events or meetings to being digitally mediated using a...

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