Combination of streamers' product description and viewers' comments : moderating effect of streamer–viewer relationship strength
Yuhong Peng, Jianwei Ding and Yueyan Zhang
| Year of publication: |
2024
|
|---|---|
| Authors: | Peng, Yuhong ; Ding, Jianwei ; Zhang, Yueyan |
| Published in: |
Marketing intelligence & planning. - Bingley : Emerald, ISSN 1758-8049, ZDB-ID 2023533-1. - Vol. 42.2024, 1, p. 190-210
|
| Subject: | Cue utilization theory | Livestreaming e-commerce | Marketer-generated content | Streamer-viewer relationship strength | User-generated content | Electronic Commerce | E-commerce | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Kundenintegration | Customer integration | Lieferantenmanagement | Supplier relationship management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/MIP-05-2023-0214 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014469248