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Promote identification or prevent expansion? The effect of uploader-viewer similarity on viewer inspiration in the context of short video community
INTRODUCTION: Short video communities have proliferated recently, opening up a new channel for the promotion of online businesses. The main challenge in marketing with short videos is how to inspire consumers. METHODS: This study employs viewer social identification and self-expansion as its entranc...
| Autores principales: | , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Frontiers Media S.A.
2023
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10103691/ https://www.ncbi.nlm.nih.gov/pubmed/37063538 http://dx.doi.org/10.3389/fpsyg.2023.1120641 |