PT  - JOURNAL ARTICLE
AU  - Kirk Plangger
AU  - Zixuan “Mia” Cheng
AU  - Jianyu Hao
AU  - Yiru Wang
AU  - Colin Campbell
AU  - Sara Rosengren
TI  - Exploring the Value Of Shoppable Live Advertising
AID  - 10.2501/JAR-2021-008
DP  - 2021 Jun 01
TA  - Journal of Advertising Research
PG  - 129--132
VI  - 61
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/61/2/129.short
4100  - http://www.journalofadvertisingresearch.com/content/61/2/129.full
SO  - J Advert Res2021 Jun 01; 61
AB  - 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.