126515 20250722154012.0 doi 10.1007/s12525-023-00643-6 sideral 133954 ART-2023-133954 eng Barta, Sergio Universidad de Zaragoza (orcid)0000-0001-8353-3870 Telepresence in live-stream shopping: an experimental study comparing Instagram and the metaverse 2023 Access copy available to the general public Unrestricted Advances in digital platforms allow influencers to use live shows to showcase products, which has given rise to live-stream shopping. Moreover, new communication forms have emerged, such as the metaverse. The social interactions that occur in these immersive environments foster influencer-follower interactions. This research compares the impact of live-stream shopping on followers’ experiences and behaviors on two communication channels (live shows on Instagram and in the metaverse) and analyses the moderating role of content involvement in telepresence. Data were collected in a between-subjects quasi-field experiment. Two scenarios that differed in degree of telepresence were created, a live show on Instagram and a live show in the metaverse. The results showed that telepresence is an important part of the user experience and in the success of live shows. Telepresence was seen to have a major influence on experiential value, but not on instrumental value. Both values provided followers with satisfaction with the experience. This satisfaction generated stickiness intention and intention to recommend the influencers’ live shows. The effect of telepresence on experiential value was greater for followers less involved with the influencer’s content. This research is pioneering in comparing an established platform, Instagram, with the metaverse. Despite the greater experiential value provided by the metaverse, to increase its instrumental value metaverse spaces needs to be further developed. info:eu-repo/grantAgreement/ES/DGA-FSE/S20-20R METODO Research Group info:eu-repo/grantAgreement/ES/MCIU/FPU18-02037 info:eu-repo/grantAgreement/ES/MICIU/PID2019-105468RB-I00 info:eu-repo/semantics/openAccess by http://creativecommons.org/licenses/by/3.0/es/ 7.1 2023 MANAGEMENT 44 / 407 = 0.108 2023 Q1 T1 BUSINESS 34 / 304 = 0.112 2023 Q1 T1 1.671 2023 Business and International Management 2023 Q1 Computer Science Applications 2023 Q1 Marketing 2023 Q1 Management of Technology and Innovation 2023 Q1 Economics and Econometrics 2023 Q1 14.8 2023 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Gurrea, Raquel Universidad de Zaragoza (orcid)0000-0002-5487-5203 Flavián, Carlos Universidad de Zaragoza (orcid)0000-0001-7118-9013 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 33, 1 (2023), 29 [21 pp.] ELECTRONIC MARKETS ELECTRONIC MARKETS 1019-6781 1458810 http://zaguan.unizar.es/record/126515/files/texto_completo.pdf Versión publicada 2241027 http://zaguan.unizar.es/record/126515/files/texto_completo.jpg?subformat=icon icon Versión publicada oai:zaguan.unizar.es:126515 articulos driver 2025-07-22-15:35:45 ARTICLE