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Star Endorsements or Streamer “Outside-the-Session Endorsements”? Research on the Influence Mechanism of Two Endorsement Types on Purchase Intentions
Han Zhao, Du Gang, Xiong Aihua, et al
First published at: Mar 20, 2022
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doi:10.16538/j.cnki.fem.20210526.301
Foreign Economics & Management, Vol. 44, Issue 03, pp. 53 - 68
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