<![CDATA[ Live streaming has become an important promotional strategy for street food sellers looking to reach out to customers and establish loyalty over the internet. The goal of this study was to evaluate how live streaming features and patronage of street food sellers in Lagos, Nigeria, relate to one another. This study examined in depth how consumer loyalty is impacted by entertainment, engagement, informativeness, and customer trust. It also examined the moderating role of education and the mediating role of customer trust. the survey conducted among 400 participants, the findings reveal that the major population comprised young individuals and females who actively regularly use the live streaming service. Multiple regression analysis revealed that entertainment (β = .182, p = .001), interactivity (β = .145, p = .007), customer trust (β = .241, p < .001), and informativeness (β = .101, p = .044) significantly predict customer loyalty, with the model explaining 23.2% of the variance. The mediation analysis estimated an indirect relationship between interactivity and customer loyalty through customer trust; however, the statistical significance of the indirect effect requires confirmation using bootstrapped confidence intervals.” While the result of the moderation analysis shows that the level of education moderates the process of entertainment and loyalty. The study highlights the need for trust, interaction, and customized content while utilizing the live streaming service to achieve customer loyalty.]]>
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