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This research examines the underlying psychological process of customers' impulsive buying on social media through the lens of customer inspiration. Drawing on the customer inspiration theory, it identifies the factors influencing customer inspiration on social media from three perspectives: source characteristics, platform characteristics and personal characteristics, which subsequently lead to impulsive buying. Since the conceptualization of source credibility includes three mostly reported components: attractiveness, expertise and trustworthiness, it further contrasts the effects of three dimensions of source credibility on customer inspiration.

A structural equation model of customers' impulsive buying on social media was developed through the lens of customer inspiration. An online survey with 625 participants was conducted to test the hypotheses, and the partial least squares (PLS3) method was used.

This research found that source credibility, social presence and customer innovativeness are antecedents of customer inspiration on social media, which positively influence the inspired-by state of the customers, which impacts the inspired-to state and further leads to impulsive buying. By comparing the three dimensions of source credibility, the authors found that attractiveness and expertise positively affect the inspired-by state, while trustworthiness has no significant effect.

This research establishes the link between impulsive buying and customer inspiration, which provides a new psychological perspective to understand impulsive buying. In addition, it investigates the source characteristics of customer inspiration by comparing the effect of three dimensions of source credibility on customer inspiration, which provides the first evidence for connecting customer inspiration and source credibility.

The aim of this study was to conduct a systematic literature review (SLR) on vlog marketing. The focus was to analyse the major themes in this field and provide insights for future research directions.

The authors reviewed a total of 49 peer-reviewed publications that include the search terms “vlog” or “video blog” in their titles, keywords and abstracts, retrieved from digital databases Scopus and Web of Science, up to the end of July 2023. Thematic analysis was used to examine and synthesise the articles.

The authors found 19 sub-themes and identified four major themes that emerged from the literature: (1) endorsement outcomes, (2) vlogger characteristics, (3) consumer credibility and (4) vlog content crafting.

There are many unanswered questions in the literature, suggesting that vlog marketing research is still in its infancy, and that in-depth further studies are required for a more comprehensive understanding of the field. This study has identified potential avenues for future research that may contribute to the existing body of knowledge and valuable insights on vlog marketing.

Although situational crisis communication theory (SCCT) is centered on rationality and cognitive information processing, it ignores that people are also driven by irrationality and non-cognitive information processing. The purpose of this study aims to fill this gap by examining how gender stereotypes, based on perceived spokesperson sex influence the public’s perceptions of crisis response messages.

A 2 (industry type: automotive vs daycare industry) × 2 (spokesperson’s sex: male vs female) × 2 (crisis response appeal: rational vs emotional) between-subject online experiment was conducted to examine the effect of gender stereotype in crisis communication.

Results showed that either matching spokesperson sex with sex differed industry or matching sex differed industry with appropriate crisis response appeal can generate a more positive evaluation of the spokesperson and the organization. The results also revealed under which circumstances, the attractiveness of different sex of the spokesperson can either promote or mitigate people’s perceptions of the organization. Furthermore, when people are aware of a spokesperson’s sex, in a female-associated industry, a mismatching effect of a positive violation of a male-related stereotype overrides a matching effect of a female-related stereotype in crisis communication.

This study is among the first to identify how the gender of a spokesperson and industry type affect publics’ crisis response.

This research paper aims to investigate the critical factors influencing the live commerce industry and their implications for Key Opinion Leaders (KOLs) and brands.

The study comprehensively reviews previous research, develops relevant hypotheses and utilizes personal information from 66 anchors, along with data from 23,000 product links obtained from the backends of live commerce platforms.

The study emphasizes that KOLs with higher traffic significantly influence Gross Merchandise Volume (GMV). Intriguingly, KOLs with lower traffic levels exhibit a more pronounced effect on Return on Investment (ROI), highlighting their significance in driving profitability. Furthermore, the study explores the correlation between KOL hashtags and GMV/ROI and the intricate relationship between product types and KOL hashtags.

The findings significantly enhance the understanding of live shopping behavior and provide valuable insights for business management strategies. Practitioners can leverage this empirical evidence to make informed decisions, utilizing extensive data samples of KOLs and brands.

This research contributes unique insights into the live-streaming commerce industry using backend data from Live Streaming E-commerce platforms. The findings are more accurate based on market data than previous studies that relied on platform reviews or questionnaires. Additionally, this paper investigates the impact of KOLs on the performance of live e-commerce from three perspectives: GMV, ROI and hot-selling products.