Can virtual influencers replace human influencers in live-streaming e-commerce? : an exploratory study from practitioners' and consumers' perspectives
Year of publication: |
2023
|
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Authors: | Wan, Anan ; Jiang, Mengtian |
Published in: |
Journal of current issues and research in advertising. - Abingdon, Oxon : Routledge, Taylor & Francis Group, ISSN 2164-7313, ZDB-ID 2070081-7. - Vol. 44.2023, 3, p. 332-372
|
Subject: | Konsumentenverhalten | Consumer behaviour | Electronic Commerce | E-commerce | Online-Handel | Online retailing |
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