What makes viewers loyal toward streamers? : a relationship building perspective and the gender difference
Yingxia Li, Norazlyn Kamal Basha, Siew Imm Ng and Qiaoling Lin
| Year of publication: |
2024
|
|---|---|
| Authors: | Li, Yingxia ; Norazlyn Kamal Basha ; Ng, Siew Imm ; Lin, Qiaoling |
| Subject: | Affective commitment | Calculative commitment | Gender | Live streaming commerce | Swift guanxi | Geschlecht | Soziales Netzwerk | Social network | Mitarbeiterbindung | Employee retention | Beziehungsmarketing | Relationship marketing | China |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/APJML-10-2023-1015 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015210761