New paper out: “Buyer–seller relationships in live shopping marketplaces” in Qualitative Market Research
Explores trust, commitment & vulnerability on platforms like Whatnot through commitment–trust theory, dual roles, and community dynamics.
Full text: https://doi.org/10.1108/QMR-10-2025-0223
Open to thoughts & feedback.
#LiveShopping #RelationshipMarketing #ConsumerPsychology #PlatformGovernance #Trust #Marketing
