Peng, Lifang; Zhang, Na; Huang, Ling - In: Journal of retailing and consumer services 81 (2024), pp. 1-13
Streamers, as innovative web influencers and persuaders, have played a crucial role in business marketing success. Extensive research has shown that the characteristics of streamers impact consumers' purchase intentions. However, there is limited research on how the source dynamism of streamers...