Azmi, L. F., Ahmad, N., & Iahad, N. A. (2026). A PROPOSED THEORETICAL FRAMEWORK OF DIGITAL FATIGUE AND DISCONTINUANCE IN LIVE STREAMING COMMERCE (LSC). JOURNAL INFORMATION AND TECHNOLOGY MANAGEMENT (JISTM), 11(43), 261–275. https://doi.org/10.35631/JISTM.1143015