Geng, Ruibin; Wang, Shichao; Chen, Xi; Song, Danyang; … - In: Industrial Management & Data Systems 120 (2020) 3, pp. 464-485
Purpose: With the popularity of social media and, recently, live streaming, internet celebrity endorsements have become a prevalent approach to content marketing for e-commerce sellers. Despite the widespread use of social media and online communities, empirical studies investigating the...