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The Impact of the Interactivity of Internet Celebrity Anchors on Consumers’ Purchase Intention
The current study focuses on a novel and recently popular internet phenomenon – celebrity livestreaming marketing. As one of the primary advantages of livestreaming marketing by Internet celebrities, we propose that the timely interactivity of Internet celebrities plays an important role in consumer...
Autores principales: | , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Frontiers Media S.A.
2021
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8578743/ https://www.ncbi.nlm.nih.gov/pubmed/34777160 http://dx.doi.org/10.3389/fpsyg.2021.757059 |