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【With the same tag:【streamer】 Found 2 articles】
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SPECIAL ISSUE
| F270
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
The development of live streaming has given streamers more marketing value, which is not limited in the live streaming session, and brands tend to use the spillover effect of streamers to ...
First published at: Mar 20, 2022
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(934.5 KB) |
ESI
doi:
10.16538/j.cnki.fem.20210526.301
Foreign Economics & Management
, Vol. 44, Issue 03
, pp. 53 - 68
| F270
Influencer Marketing from the Perspective of Internet Celebrity Economy: A Literature Review and Prospects
Jia Weiwei
,
Bie Yongyue
With the rise of internet celebrity economy and the rapid development of diversified social media platforms, influencer marketing, as a new and efficient marketing strategy, has triggered ...
First published at: Jan 20, 2021
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(1135.7 KB) |
ESI
doi:
10.16538/j.cnki.fem.20201122.301
Foreign Economics & Management
, Vol. 43, Issue 01
, pp. 23 - 43
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