KOREASCHOLAR

WHAT DRIVES MICRO-INFLUENCERS ADVERTISING EFFECTIVENESS ON LIVE STREAMING? THE PERSPECTIVE OF TRUST TRANSFER AND PARA-SOCIAL INTERACTION

Bo Lu, Guoxin Li, Yufeng He, Ruijin Zhang, Min Wang
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/400758
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
p.249
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
micro-influencerstrust transferpara-social interactionlive-streaming
Author
  • Bo Lu(Harbin Institute of Technology, China)
  • Guoxin Li(Harbin Institute of Technology, China) Corresponding author
  • Yufeng He(Harbin Institute of Technology, China)
  • Ruijin Zhang(Harbin Institute of Technology, China)
  • Min Wang(Harbin Institute of Technology, China)