How broadcasters' characteristics affect viewers' loyalty : the role of parasocial relationships
Year of publication: |
2024
|
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Authors: | Liu, Wei ; Wang, Zongshui ; Jian, Ling ; Sun, Zhuo |
Published in: |
Asia Pacific journal of marketing and logistics. - [Erscheinungsort nicht ermittelbar] : Proquest, ISSN 1758-4248, ZDB-ID 2037486-0. - Vol. 36.2024, 1, p. 241-259
|
Subject: | Broadcaster characteristics | Live streaming commerce | Parasocial relationships | Product characteristics | Product match-up | Viewer loyalty |
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