The impact of livestream on the customer's buying intention in an emerging economy : the case of products endorsed by celebrity
Year of publication: |
2023
|
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Authors: | Thanh-Binh Phung ; Hoang Nguyen Dai ; Doan Viet Phuong Nguyen |
Published in: |
International journal of business and emerging markets : IJBEM. - Olney, Bucks : Inderscience Enterprises, ISSN 1753-6227, ZDB-ID 2453814-0. - Vol. 15.2023, 4, p. 346-379
|
Subject: | endorser | credibility | livestream | buying intention | match-up hypothesis | Konsumentenverhalten | Consumer behaviour | Celebrity-Werbung | Celebrity endorsement | Werbewirkung | Advertising effects | Glaubwürdigkeit | Credibility |
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