How Do Celebrity Characteristics as Streamers in Live-Streaming Commerce Influence Impulsive Buying? A Case Study of Shopee Live
Celebrities as live streamers generate dozens of times more revenue than noncelebrity live streamers. This is an opportunity for companies or other live streamers to adopt the characteristics of celebrities to increase sales and profits. This research discusses live streaming in the Shopee applicati...
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| Auteurs principaux: | , , , |
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| Format: | Artigo |
| Langue: | Inglês |
| Publié: |
Wiley
2025-01-01
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| Collection: | Human Behavior and Emerging Technologies |
| Accès en ligne: | http://dx.doi.org/10.1155/hbe2/6977436 |
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