Managing negative comments in live streaming commerce: how streamer responses shape audience behavior
Roberti, Bianca (A.A. 2024/2025) Managing negative comments in live streaming commerce: how streamer responses shape audience behavior. Tesi di Laurea in Product & brand management, Luiss Guido Carli, relatore Ernesto Cardamone, pp. 79. [Master's Degree Thesis]
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Abstract/Index
Introduction to the phenomenon of live streaming commerce. The impact of users’ comments in online context: as live streaming shopping. The emotional valence of users’ comments in online context: as live streaming shopping. Emotional contagion theory. The importance to manage to negative comments in online context. The figure of streamers in live streaming platforms. Conceptualizing interactivity in live streaming commerce. Streamer interactivity and purchase intention. Experimental research. Research introduction and gap. Methodology. Results.
References
Bibliografia: pp. 66-79.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Chair: | Product & brand management |
| Thesis Supervisor: | Cardamone, Ernesto |
| Thesis Co-Supervisor: | Lefkeli, Deniz |
| Academic Year: | 2024/2025 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 18 Mar 2026 15:24 |
| Last Modified: | 18 Mar 2026 15:24 |
| URI: | https://tesi.luiss.it/id/eprint/45166 |
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