Humbani, MichaelAmofa, Henrietta Akosua Pokua2025-09-192025-06Humbani, M. & Amofa, H.A.P. 2025, 'Drivers of mobile live-stream shopping and the moderating role of celebrity endorsement', African Journal of Business and Economic Research, vol. 20, no. 2, pp. 447-466, doi : 10.31920/1750-4562/2025/v20n2a20.1750-4554 (print)1750-4562 (online)10.31920/1750-4562/2025/v20n2a20http://hdl.handle.net/2263/104396Drawing 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 shopping intention in order to take advantage of innovative technologies such as mobile live streaming.en© 2025, Adonis & Abbey Publishers: All rights reserved.Mobile live-stream shopping intentionCelebrity endorsementOptimismInnovativenessTrustArticle