Combination of streamers' product description and viewers' comments: moderating effect of streamer-viewer relationship strength
PurposeThis study examines the relationship between streamers' product descriptions, customer comments and online sales and focuses on the moderating effect of streamer-viewer relationship strength.Design/methodology/approachBetween June 2021 and April 2022, the structured data of 965 livestrea...
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| Main Authors: | , , |
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| Format: | Article |
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EMERALD GROUP PUBLISHING LTD
2024
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| Subjects: | |
| Online Access: | http://eprints.um.edu.my/44238/ https://doi.org/10.1108/MIP-05-2023-0214 |
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