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

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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

언어ENG
URLhttps://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)

키워드

micro-influencers trust transfer para-social interaction live-streaming

저자

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)

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