Research on the impact of live streaming marketing by online influencers on consumer purchasing intentions
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DOI: 10.3389/fpsyg.2022.1021256
Abstract: Drawing from the stimulus–organism–response (S-O-R) model, this study explores the impact on consumer attitudes in the context of Chinese online influencers' e-commerce live streaming. To examine this impact, we distributed our survey questionnaire to Chinese… read more here.
Keywords: online influencers; purchasing intentions; consumer; live streaming ... See more keywords