The effect of celebrity co-streamer type on consumer behaviors in live-streaming
Xiaoli Tang, Zefeng Hao, Xiaolin Li
| Year of publication: |
2025
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|---|---|
| Authors: | Tang, Xiaoli ; Hao, Zefeng ; Li, Xiaolin |
| Published in: |
Journal of consumer behaviour. - Chichester : Wiley, ISSN 1479-1838, ZDB-ID 2094545-0. - Vol. 24.2025, 5, p. 2251-2272
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| Subject: | celebrity co-streamer type | consumer response behaviors | emotional attachment | processing fluency | product type | Konsumentenverhalten | Consumer behaviour | Celebrity-Werbung | Celebrity endorsement | Werbewirkung | Advertising effects | Emotion | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/cb.70004 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015457494