CEO vs. celebrity: the effect of streamer types on consumer engagement in brands' self-built live-streaming

Autor:	Wei, Keshan (Sara), Xi, Wanyu
Zdroj:	Journal of Research in Interactive Marketing, 2023, Vol. 18, Issue 4, pp. 631-647.
Databáze:	Emerald Insight
Externí odkaz:	http://www.emeraldinsight.com/doi/10.1108/JRIM-02-2023-0045 Zobrazit plný text záznamu