Esther Praja Anggriany Panggabean, Yusniar Lubis and Robert Tua Siregar (2026) “Social Presence Vs. Scarcity: Which Drives Generation Z Purchase Intention More in Live Streaming Commerce? Evidence From an Emerging Market Perspective”, Proceeding of the International Conference on Management, Entrepreneurship, and Business, 3(1), pp. 58–67. doi: 10.61132/icmeb.v3i1.385.