In recent years, along with the rapid development of Internet technology and drastic changes in consumption patterns, live streaming commerce has gradually become an emerging business model that attracts the participation of consumers. Based on parasocial interaction and social presence created by live streaming commerce, this study uses SmartPLS software to exam the impact of parasocial interaction and social presence on impulsive purchase in live streaming commerce context. According to an empirical analysis of 407 valid questionnaire data from China through an online survey, consumers’ social anxiety and fear of missing out have a significant positive effect on parasocial interaction, while their narrative involvement has a non-significant effect on parasocial interaction. Social presence has a significantly positive effect on impulsive purchase. Consumers’ narrative involvement and smartphone addiction had a significant positive effect on their social presence. This study extends existing research findings regarding consumer impulsive purchase on live streaming commerce. In addition, this study provides evidence that consumers’ parasocial interaction and social presence mediate the relationship between consumer characteristics and impulsive purchase.

In recent years, live streaming commerce (LSC) has become a popular research topic. However, current studies on LSC are relatively insufficient, and analyses have generally focused on its specific aspects, lacking a comprehensive and systematic perspective. Hence, this study utilises CiteSpace to undertake a visual bibliometric analysis aimed at delineating the knowledge framework and evolution of LSC and indicates future research directions to provide a comprehensive picture of the development of this dynamic field over the past six years. The results show that LSC is a thriving subject with several growing annual publications. Additionally, a strong collaboration exists between institutions and authors. Further, ‘influence’, ‘consumer behaviour’ and ‘consumer purchase intention’ are more popular in this domain and have assumed a leading position in recent research. Moreover, novel research trajectories have emerged, indicating interdisciplinary integration within the field. This study is innovative as it combines live streaming with commerce, analyses six years of literature, and builds an accurate and comprehensive knowledge framework within this domain. By identifying current gaps, this study contributes to the literature by addressing prior study limitations, enriching the knowledge base, providing crucial research directions for future exploration, and inspiring scholars to efficiently find research topics.

Existing research mostly focuses on top live streamers but neglects the cultural adaptability differences of trust mechanisms in the context of nano live streamers and fails to reveal the unique boundary conditions of trust in a collectivist cultural background. Thus, this study aims to explore the mechanism by which trust in nano live streamer influences nano live streamer characteristics (expertise, interactivity, and popularity) and purchase intention. Based on SOR model and persuasion theory, this study constructs a theoretical model of the complex relationship between nano live streamer characteristics (expertise, interactivity, and popularity), trust in nano live streamer, and purchase intention. Using PLS-SEM, data from 552 samples were analyzed to determine the factors influencing purchase intention in live commerce context and to verify the hypothesized relationships between variables. The results indicate that: (1) expertise and popularity have a significant direct positive impact on purchase intention; (2) although interactivity does not directly affect purchase intention, it significantly enhances trust in nano live streamer; (3) trust in nano live streamer directly drives purchase intention, partially mediates the relationship between expertise and popularity and fully mediates the effect of interactivity. Theoretically, this study clarifies the psychological mechanisms of trust in nano live streamer in terms of expertise, interactivity, popularity and purchase intention in collectivist cultural background, and expands the application of the theories of live commerce in specific scenarios. Practically, this study provides empirical references for nano live streamers, merchants and policymakers to optimize marketing strategies.

HRMARS is well established journal publisher based in Pakistan. It is publishing prominent journals in social sciences since 2011.

This narrative review synthesizes 25 peer-reviewed studies published between 2023 and 2025 on holographic technology applications in educational contexts. The study examines implementation approaches, pedagogical impacts, and challenges across multiple educational disciplines. Through systematic analysis of empirical studies, case reports, and pilot implementations, this review identifies key themes in holographic education adoption. Results indicate that holographic technology enhances spatial visualization, increases student engagement, and supports immersive learning experiences across STEM fields, medical education, and humanities. However, implementation faces significant barriers including high costs, technical complexity, content development challenges, and infrastructure requirements. The review synthesizes evidence on learning outcomes, identifying improved comprehension rates, enhanced retention, and increased motivation among students using holographic learning environments. Key implementation challenges include hardware costs, content creation complexity, instructor training needs, and institutional readiness. The findings suggest that while holographic technology offers promising educational benefits, successful adoption requires strategic planning, adequate resources, and comprehensive support systems. This review contributes to understanding holographic technology's educational potential and provides guidance for institutions considering implementation.

The green entrepreneurship concept is gaining significant momentum and is considered one of the key drivers for the green economy due to sustainable development. In Malaysia, small and medium enterprises (SMEs) form and contribute tremendously to the growth of Malaysia's domestic products as a rapidly developing country. Much effort has been made over the recent years to strengthen green practices among entrepreneurs. However, this topic has yet to be given less limelight concerning the SMEs in Malaysia. Thus, this study aims to investigate factors influencing the practice of green entrepreneurship among SME entrepreneurs in Malaysia. The study opted for non-probability and quantitative techniques. A sample of 169 entrepreneurs of Malaysian SME organisations was returned and usable. The data were analysed using the Partial Least Squares approach. Based on the study, the availability of capital and entrepreneurial knowledge enhances SMEs' green entrepreneurship practices. This could be attributed to the importance of green entrepreneurship in Malaysia. The factors influencing green entrepreneurship were found to have variable effects on the practices. Since green entrepreneurial practices by SMEs in Malaysia were still in the nascent stage, it was recommended that relevant stakeholders should put in place measures meant to spur adoption and implementation by most entities, including SMEs. Furthermore, through its appropriate authorities, the government should enhance support for green product innovation, and the investors in green entrepreneurship should form a lobby to enable them to have strong negotiating grounds with other stakeholders.