Drivers of mobile live-stream shopping and the moderating role of celebrity endorsement

Journal article

Humbani, M. and Akosua Pokua Amofa, H. 2025. Drivers of mobile live-stream shopping and the moderating role of celebrity endorsement. African Journal of Business and Economic Research. 20 (2), pp. 447-469. https://doi.org/10.31920/1750-4562/2025/v20n2a20
AuthorsHumbani, M. and Akosua Pokua Amofa, H.
Abstract

Drawing on an integrated technology readiness index‘s driving factors and the key opinion leadership theory, the study aimed to develop and test a framework that determined the influential drivers of mobile live-stream shopping intention
in an emerging economy. The moderating role of celebrity endorsement was also investigated. Using a quantitative cross-sectional research methodology with purposive sampling that was reinforced by snowball sampling, data from
social media users aged 18 or older were gathered to explore the research goal. The findings indicate that the factors that strongly enhance a person‘s propensity to shop via mobile live streaming are innovativeness, trust, and
celebrity endorsement. Through mobile live streaming, celebrity endorsement acts as a moderator between drivers and purchase intention. Brands should find the model useful in deciding the influential factors that drive mobile live-stream

KeywordsMobile live-stream shopping intention; celebrity endorsement; optimism; innovativeness; trust
Year2025
JournalAfrican Journal of Business and Economic Research
Journal citation20 (2), pp. 447-469
PublisherAdonis & Abbey Publishers Ltd
ISSN1750-4562
Digital Object Identifier (DOI)https://doi.org/10.31920/1750-4562/2025/v20n2a20
Web address (URL)https://journals.co.za/doi/abs/10.31920/1750-4562/2025/v20n2a20
Accepted author manuscript
License
File Access Level
Restricted
Publisher's version
File Access Level
Open
Output statusPublished
Publication dates
Online30 Jun 2025
Publication process dates
Accepted26 May 2025
Deposited20 Aug 2025
Permalink -

https://repository.derby.ac.uk/item/qz2yq/drivers-of-mobile-live-stream-shopping-and-the-moderating-role-of-celebrity-endorsement

Log in to edit
  • 730
    total views
  • 2
    total downloads
  • 1
    views this month
  • 0
    downloads this month

Export as

Related outputs

Determining the drivers of continued mobile food delivery app (MFDA) usage during a pandemic period
Humbani, M. and Munday, M. 2024. Determining the drivers of continued mobile food delivery app (MFDA) usage during a pandemic period. Cogent Business & Management. 11 (1), pp. 1-18. https://doi.org/10.1080/23311975.2024.2308086
Testing a modified information system success model in a mobile travel app context
Humbani, M. and Dube, N. 2024. Testing a modified information system success model in a mobile travel app context. The Electronic Journal of Information Systems in Developing Countries. 90 (6), pp. 1-18. https://doi.org/10.1002/isd2.12339
Satisfaction with mobile food delivery app (MFDA) usage and the moderating role of perceived COVID 19 risk
Humbani, M., Higueras-Castillo, E. and Liébana-Cabanillas, F. 2024. Satisfaction with mobile food delivery app (MFDA) usage and the moderating role of perceived COVID 19 risk. International Journal of Hospitality Management. 121, pp. 1-11. https://doi.org/10.1016/j.ijhm.2024.103807
The role of perceived value of information disclosure on gaming motives and mobile game play
Humbani, M. and Jordaan, Y. 2023. The role of perceived value of information disclosure on gaming motives and mobile game play. South African Journal of Information Management. 25 (1), pp. 1-10. https://doi.org/10.4102/sajim.v25i1.1633
The effect of perceived risk on value and adoption of proximity mobile payments
Humbani, M. and Barnard, Z. 2022. The effect of perceived risk on value and adoption of proximity mobile payments. South African Business Review. 25. https://doi.org/10.25159/1998-8125/9989
Understanding perceived risks in proximity mobile payment adoption in South Africa and the mediating effect of perceived value
Humbani, M. 2021. Understanding perceived risks in proximity mobile payment adoption in South Africa and the mediating effect of perceived value. International Journal of Management and Marketing. 11 (6), p. 10–20.
Understanding proximity mobile payment adoption in South Africa
Humbani, M. and Eksteen, C. 2021. Understanding proximity mobile payment adoption in South Africa. Journal of Marketing and Consumer Behaviour in Emerging Markets. 2021 (2), pp. 4-21. https://doi.org/10.7172/2449-6634.jmcbem.2021.2.1
Determinants of mobile gaming need satisfaction in South Africa
Humbani, M. and Jacobs, L. 2021. Determinants of mobile gaming need satisfaction in South Africa. The Retail and Marketing Review. 17 (2). https://doi.org/10.10520/ejc-irmr1_v17_n2_a8
Exploring technology readiness for mobile payment app users
Humbani, M. and Wiese, M. 2020. Exploring technology readiness for mobile payment app users. The International Review of Retail, Distribution and Consumer Research. 30 (2), pp. 123-142. https://doi.org/10.1080/09593969.2019.1626260
An integrated framework for the adoption and continuance intention to use mobile payment apps
Humbani, M. and Wiese, M. 2019. An integrated framework for the adoption and continuance intention to use mobile payment apps. International Journal of Bank Marketing. 37 (2), pp. 646-664. https://doi.org/10.1108/ijbm-03-2018-0072
A cashless society for all : determining consumers’ readiness to adopt mobile payment services
Humbani, M. and Wiese, M. 2018. A cashless society for all : determining consumers’ readiness to adopt mobile payment services. Journal of African Business. 19 (3), pp. 409-429.
Factors that predict attitudinal grouping towards SMS advertising
Humbani, M. and Jordaan, Y. 2018. Factors that predict attitudinal grouping towards SMS advertising. International Journal of Interactive Mobile Technologies. 12 (5), p. 97–111. https://doi.org/10.3991/ijim.v12i5.8985
Predictors of consumer attitudes towards SMS advertising
Kotze, T., Jordaan, Y. and Humbani, M. 2015. Predictors of consumer attitudes towards SMS advertising. Management Dynamics. 24 (2).
The role played by gender, household income and age in factors contributing to consumers' attitudes towards short message advertisements
Humbani, M. and Jordaan, Y. 2015. The role played by gender, household income and age in factors contributing to consumers' attitudes towards short message advertisements. Communicare: Journal for Communication Sciences in Southern Africa. 34 (1).