The intangible values of live streaming and their effect on audience engagement
Kah Yi Leong, Jessica Sze Yin Ho, Shehnaz Tehseen, Eiad Yafi, Tat-Huei Cham
| Year of publication: |
2024
|
|---|---|
| Authors: | Leong, Kah Yi ; Ho, Jessica Sze Yin ; Shehnaz Tehseen ; Yafi, Eiad ; Cham, Tat Huei |
| Published in: |
Journal of marketing analytics : JMA. - Houndmills : Palgrave Macmillan, ISSN 2050-3326, ZDB-ID 2735891-4. - Vol. 12.2024, 4, p. 990-1005
|
| Subject: | Engagement | Instagram | Live streaming | Perceived (intangible) values | Social media influencers | Trust | Social Web | Social web | Immaterielle Werte | Intangible assets | Immaterielle Güter | Intangible goods | Vertrauen | Confidence | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41270-023-00247-1 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015138156