CEO vs. celebrity : the effect of streamer types on consumer engagement in brands' self-built live-streaming
Keshan (Sara) Wei and Wanyu Xi
| Year of publication: |
2024
|
|---|---|
| Authors: | Wei, Keshan ; Xi, Wanyu |
| Subject: | Celebrity | CEO | Consumer engagement | Live-streaming e-commerce | Product innovativeness | Streamer | Konsumentenverhalten | Consumer behaviour | Führungskräfte | Managers | Celebrity-Werbung | Celebrity endorsement | Werbewirkung | Advertising effects | Markenführung | Brand management | Electronic Commerce | E-commerce | Markenimage | Brand image | Online-Handel | Online retailing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JRIM-02-2023-0045 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015062835