Work

Can virtual streamers replace human streamers? The interactive effect of streamer type and product type on purchase intention

Year: 2024

Type: article

Source: Marketing Intelligence & Planning

DOI: 10.1108/mip-11-2023-0623

Authors: Rui Yan, Zhen Tang, Dewen Liu

Institutions: Hohai University, Nanjing University of Posts and Telecommunications

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4401977384

FWCI: 24.8

Cites: 59

Cited by: 34

Related to: 10