T.D. Adesina

Cultural and Technological Drivers of Consumer Engagement: A Comparative Study of Livestream Selling and Influencer Commerce in the U.S. and Asia

T.D. Adesina · Asian Journal of Advanced Research and Reports · 2025

This study compares how livestream selling—where influencers promote and sell products in real-time—shapes consumer behavior in Asia and the United States, revealing key cultural and technological differences that global marketers must understand. In Asia, particularly China, liv...