Xiong, Jie; Li, Feng - In: Asia Pacific Journal of Marketing and Logistics 36 (2024) 12, pp. 3353-3370
-streamer. However, research exploring the impacts of live-streamers’ characteristics on customer engagement in different types of live … streaming rooms remains limited. This study aims to examine the impacts of live-streamers’ characteristics (i.e. expertise … are differences in the impact of live-streamers’ characteristics on consumer experience for different types of live …
