Can you tolerate influencer marketing? : an empirical investigation of live streaming viewership reduction related to influencer marketing
Yun Seob Choi, Qianqian Wu, Jae Young Lee
| Year of publication: |
2025
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|---|---|
| Authors: | Choi, Yun Seob ; Wu, Qianqian ; Lee, Jae Young |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 2013438-1. - Vol. 188.2025, Art.-No. 115094, p. 1-12
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| Subject: | Influencer Marketing | Live Streaming | Persuasion Knowledge Model | Propensity Score Matching (PSM) | Real-Time Interaction | Influencer | Marketing | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2024.115094 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015159190