The impact of Facebook live streaming advertisements on purchase intention

• Main Authors: Koo, Siew Wah, Tan, Cherng Yih
• Format: Final Year Project / Dissertation / Thesis
• Published: 2022
• Subjects: HT Communities. Classes. Races; N Visual arts (General) For photography, see TR; T Technology (General)
• Online Access: http://eprints.utar.edu.my/4810/1/fyp_MK_2022_KSW.pdf; http://eprints.utar.edu.my/4810/

The aim of our study is to investigate the impact of Facebook live streaming advertisements on purchase intention. Our study independent variables (IV) including informativeness (IN), entertainment (EN), irritation (IR) and credibility (CR) are used to examine whether they can influence on dependent...