The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement
Year of publication: |
2020
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Authors: | Park, Hyun Jung ; Lin, Li Min |
Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 52.2020, p. 1-6
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Subject: | Internet celebrity | Live streaming | Match-up hypothesis | Social media | Wanghong | Konsumentenverhalten | Consumer behaviour | Internet | Celebrity-Werbung | Celebrity endorsement | Social Web | Social web | Werbewirkung | Advertising effects |
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