RT Journal Article
SR Electronic
T1 Exploring the Value Of Shoppable Live Advertising
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 129
OP 132
DO 10.2501/JAR-2021-008
VO 61
IS 2
A1 Kirk Plangger
A1 Zixuan “Mia” Cheng
A1 Jianyu Hao
A1 Yiru Wang
A1 Colin Campbell
A1 Sara Rosengren
YR 2021
UL http://www.journalofadvertisingresearch.com/content/61/2/129.abstract
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.