Work

The Effect of E‐Commerce Live Streamer Partner Type on Consumers' Approach Intention: An Empirical Study Based on Live Streaming Studios

Year: 2025

Type: article

Source: Journal of Consumer Behaviour

DOI: 10.1002/cb.70084

Authors: Sha Xiong, Ruijuan Wu, Yan Li

Institutions: Tianjin University of Technology, Capital University of Economics and Business

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: W4417019288

FWCI: 5.417

Cites: 81

Cited by: 3

Related to: