Work

Uncovering the power of influencer–product congruence in live e-commerce: an impression management lens and gender difference

Year: 2025

Type: article

Source: Industrial Management & Data Systems

DOI: 10.1108/imds-11-2024-1164

Authors: Qian Wang, Xixi Li, Xiangbin Yan

Institutions: Xinjiang University of Finance and Economics, University of Science and Technology Beijing, Guangdong University of Foreign Studies

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

SDG: Gender equality

Open Access status: closed

Funder: National Natural Science Foundation of China

Awards: G614567609, G788478702

OpenAlex ID: W4414244892

FWCI:

Cites: 100

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