Combination of streamers' product description and viewers' comments : moderating effect of streamer–viewer relationship strength
Year of publication: |
2024
|
---|---|
Authors: | Peng, Yuhong ; Ding, Jianwei ; Zhang, Yueyan |
Published in: |
Marketing intelligence & planning. - Bingley : Emerald, ISSN 1758-8049, ZDB-ID 2023533-1. - Vol. 42.2024, 1, p. 190-210
|
Subject: | Cue utilization theory | Livestreaming e-commerce | Marketer-generated content | Streamer-viewer relationship strength | User-generated content |
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