Luxury brands’ live streaming sales: the roles of streamer identity and level strategy
Author:
Affiliation:
1. School of Management, Harbin Institute of Technology, Harbin, China
2. Department of Psychology, Kwantlen Polytechnic University, Surrey, BC, Canada
3. Business School, Dalian University of Foreign Languages, Dalian, China
Funder
National Natural Science Foundation of China
Education Department of Liaoning
Publisher
Informa UK Limited
Subject
Marketing,Communication
Link
https://www.tandfonline.com/doi/pdf/10.1080/02650487.2023.2215075
Reference90 articles.
1. Exploring the relationship between celebrity endorser effects and advertising effectiveness
2. The effects of the visual presentation of an Influencer's Extroversion on perceived credibility and purchase intentions—moderated by personality matching with the audience
3. Measuring social media influencer index- insights from facebook, Twitter and Instagram
4. Celebrity endorsement in social media contexts: understanding the role of parasocial interactions and the need to belong
5. Bandura, A. 1994. Social cognitive theory and exercise of control over HIV infection. In 25–59.
Cited by 15 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献
1. How the source dynamism of streamers affects purchase intention in live streaming e-commerce: Considering the moderating effect of Chinese consumers’ gender;Journal of Retailing and Consumer Services;2024-11
2. Different roles of two kinds of digital coexistence: The impact of social presence on consumers' purchase intention in the live streaming shopping context;Journal of Retailing and Consumer Services;2024-09
3. Instagram como canal promocional de moda de lujo. Estudio de los desfiles como herramientas de comunicación;Revista de Comunicación;2024-07-27
4. Is virtual streamer useful? Effect of streamer type on consumer brand forgiveness when streamers make inappropriate remarks;Journal of Retailing and Consumer Services;2024-07
5. Big or Small? Impact of Influencer Characteristics on Influencer Success, with Special Focus on Micro- Versus Mega-Influencers;Journal of Current Issues & Research in Advertising;2024-06-28
1.学者识别学者识别
2.学术分析学术分析
3.人才评估人才评估
"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370
www.globalauthorid.com
TOP
Copyright © 2019-2024 北京同舟云网络信息技术有限公司 京公网安备11010802033243号 京ICP备18003416号-3