Binyao Ning
Rosmini Omar
Ye Ye
Boqiang Ouyang1
Benhui Ren- 1Business School, Shaoguan University, Shaoguan, China
- 2Azman Hashim International Business School, Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia
- 3College of Creative Arts, Universiti Teknologi MARA, Shah Alam, Malaysia
- 4Faculty of Arts and Media, Wanbo Institute of Science and Technology, Hefei, China
A Correction on
From attention to action: How streamers, products, and scenes shape customer value co-creation in agricultural livestreaming
by Ning, B., Omar, R., Ye, Y., Ouyang, B., and Ren, B. (2025). Front. Sustain. Food Syst. 9:1628385. doi: 10.3389/fsufs.2025.1628385
Affiliation 2, Azman Hashim International Business School, Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia was erroneously given as Azman Hashim International Business School, Kuala Lumpur, Malaysia.
Author Ye Ye was erroneously assigned to affiliation 2. Azman Hashim International Business School, Kuala Lumpur, Malaysia. This affiliation has now been removed for author Ye Ye.
Author Benhui Ren was erroneously assigned to affiliation 2. Azman Hashim International Business School, Kuala Lumpur, Malaysia. This affiliation has now been removed for author Benhui Ren.
Affiliations 3. College of Creative Arts, Universiti Teknologi MARA, Shah Alam, Malaysia, and 4. Faculty of Arts and Media, Wanbo Institute of Science and Technology, China, were omitted for author Benhui Ren. These affiliations has now been added for author Benhui Ren.
Affiliations 3. College of Creative Arts, Universiti Teknologi MARA, Shah Alam, Malaysia, and 4. Faculty of Arts and Media, Wanbo Institute of Science and Technology, China were omitted from the paper. These affiliations have now been added for author(s) Benhui Ren.
The original version of this article has been updated.
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Keywords: agricultural livestreaming, psychological engagement, social cognitive theory, value co-creation, rural identity salience, scene features
Citation: Ning B, Omar R, Ye Y, Ouyang B and Ren B (2025) Correction: From attention to action: How streamers, products, and scenes shape customer value co-creation in agricultural livestreaming. Front. Sustain. Food Syst. 9:1709525. doi: 10.3389/fsufs.2025.1709525
Received: 20 September 2025; Accepted: 16 October 2025;
Published: 14 November 2025.
Approved by:
Frontiers Editorial Office, Frontiers Media SA, SwitzerlandCopyright © 2025 Ning, Omar, Ye, Ouyang and Ren. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
*Correspondence: Ye Ye, eWlweWlwMjAyMkBnbWFpbC5jb20=