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Md. Jakir Hossain

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Review Open access Sep 2026

Impulse Buying in Live-Stream Commerce as a Socioeconomic Challenge: Marketing Mix Stimuli and the Roles of Cognitive and Affective States

Impulse buying in live-stream commerce has become one of the emerging socioeconomic challenges of digital markets in developing economies, as real-time promotional pressure and emotionally charged selling may expand unplanned household spending and heighten consumer vulnerability. Research on these socioeconomic challe...

Rumana Siddika Marufa, Md. Jakir Hossain · 0 citations

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