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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, Sara Rosengren
DOI: 10.2501/JAR-2021-008 Published 1 June 2021
Kirk Plangger
King’s College London,
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  • For correspondence: kirk.plangger@kcl.ac.uk
Zixuan “Mia” Cheng
King’s College London,
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  • For correspondence: zixuan.cheng@kcl.ac.uk
Jianyu Hao
King’s College London,
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  • For correspondence: jianyu.hao@kcl.ac.uk
Yiru Wang
State University of New York at Oswego,
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  • For correspondence: yiru.wang@oswego.edu
Colin Campbell
University of San Diego,
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  • For correspondence: colincampbell@sandiego.edu
Sara Rosengren
Stockholm School of Economics,
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Abstract

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.

  • Received March 25, 2021.
  • Received (in revised form) April 16, 2021.
  • Accepted April 27, 2021.
  • Copyright © 2021 ARF. All rights reserved.
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Vol 61 Issue 2

Journal of Advertising Research: 61 (2)
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Exploring the Value Of Shoppable Live Advertising
Kirk Plangger, Zixuan “Mia” Cheng, Jianyu Hao, Yiru Wang, Colin Campbell, Sara Rosengren
Journal of Advertising Research Jun 2021, 61 (2) 129-132; DOI: 10.2501/JAR-2021-008

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Exploring the Value Of Shoppable Live Advertising
Kirk Plangger, Zixuan “Mia” Cheng, Jianyu Hao, Yiru Wang, Colin Campbell, Sara Rosengren
Journal of Advertising Research Jun 2021, 61 (2) 129-132; DOI: 10.2501/JAR-2021-008
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  • Article
    • Abstract
    • MANAGEMENT SLANT
    • GOING LIVE: THE PROSPECT OF SHOPPABLE LIVE ADVERTISING
    • MEDIA LIVENESS: LIVE ADVERTISING AS PERFORMANCE
    • DECONSTRUCTING ADVERTISING MEDIA
    • THE FUTURE OF SHOPPABLE LIVE ADVERTISING
    • ABOUT THE AUTHORS
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