Feeling present matters : effects of social presence on live-streaming workout courses' purchase intention
Year of publication: |
2023
|
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Authors: | Hou, Jiayi ; Han, Boya ; Chen, Long ; Zhang, Ke |
Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 32.2023, 7, p. 1082-1092
|
Subject: | Brand familiarity | Live-streaming workout courses | Self-construal | Social presence | Trust | Konsumentenverhalten | Consumer behaviour | Vertrauen | Confidence | Markenführung | Brand management | Markenimage | Brand image |
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