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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...

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Detalles Bibliográficos
Autores principales:	Sun, Weiguo, Gao, Wei, Geng, Ruoshi
Formato:	Online Artículo Texto
Lenguaje:	English
Publicado:	Frontiers Media S.A. 2021
Materias:	Psychology
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

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