Exploring the Value Of Shoppable Live Advertising
基于直播理论，剖析直播广告的独特价值，对比其与传统广告在丰富性、时间共在、社交性和可购物性上的差异，帮助理解直播如何降低购买摩擦。
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.