Exploring the Value Of Shoppable Live Advertising: Liveness and Shoppability in Advertising Media And Future Research Avenues

摘要

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.