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Order matters : effect of use versus outreach order disclosure on persuasiveness of sponsored posts
Zhang, Jin; Li, Xinmai; Wu, Banggang; Zhou, Liying; … - In: Journal of research in interactive marketing : … 17 (2023) 6, pp. 865-881
Persistent link: https://www.econbiz.de/10014428182
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The role of gender-identity congruity in cross-gender endorsement in the context of live streaming
Chen, Xiang; Guo, Shoujia; Han, Shuhua - In: Journal of research in interactive marketing : … 18 (2024) 6, pp. 1001-1016
Persistent link: https://www.econbiz.de/10015324001
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Does character's gender matter in inspirational brand story? : exploring the moderating effect of gender role conformity
Chen, Xiang; Wang, Cheng Lu; Zhou, Liying - In: International journal of consumer studies 47 (2023) 5, pp. 1749-1757
Persistent link: https://www.econbiz.de/10014335633