How broadcasters' characteristics affect viewers' loyalty : the role of parasocial relationships

Wei Liu, Zongshui Wang, Ling Jian and Zhuo Sun

Year of publication:	2024
Authors:	Liu, Wei ; Wang, Zongshui ; Jian, Ling ; Sun, Zhuo
Subject:	Broadcaster characteristics \| Live streaming commerce \| Parasocial relationships \| Product characteristics \| Product match-up \| Viewer loyalty \| Beziehungsmarketing \| Relationship marketing \| Konsumentenverhalten \| Consumer behaviour \| Rundfunksender \| Broadcasting industry

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