Luxury brands' live streaming sales : the roles of streamer identity and level strategy
Year of publication: |
2023
|
---|---|
Authors: | Li, Guoxin ; Cao, Yue ; Lu, Bo ; Yu, Yunzhijun ; Liu, Honglei |
Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 42.2023, 7, p. 1178-1200
|
Subject: | Influencer marketing | internet celebrity | live streaming | luxury brands | Luxusgüter | Luxury goods | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Marketingmanagement | Marketing management | Markenartikel | Brand |
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