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"An empirical investigation of the impact of influencer live-streaming ads ..."
Mian Yan et al. (2023)
- Mian Yan, Alex Pak Ki Kwok, Alan Hoi Shou Chan, Yu Sheng Zhuang, Kang Wen, Kai Chao Zhang:
An empirical investigation of the impact of influencer live-streaming ads in e-commerce platforms on consumers' buying impulse. Internet Res. 33(4): 1633-1663 (2023)
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