The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement

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Bibliographische Detailangaben
Veröffentlicht in:Journal of retailing and consumer services
1. Verfasser: Park, Hyun Jung (VerfasserIn)
Weitere Verfasser: Lin, Li Min (VerfasserIn)
Format: UnknownFormat
Sprache:eng
Veröffentlicht: 2020
Schlagworte:
Internet celebrity > Live streaming > Match-up hypothesis > Social media > Wanghong > Aufsatz in Zeitschrift
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