Open AccessTrans-Parasocial Relation Between Influencers and Viewers on Live Streaming Platforms: How Does it Affect Viewer Stickiness and Purchase Intention?
Author(s) -
Jeeyeon Kim,
Jui-Ting Liu,
Sue Ryung Chang
Publication year - 2022
Language(s) - English
Resource type - Journals
ISSN - 1598-7868
DOI - 10.53728/2765-6500.1587
Subject(s) - influencer marketing , affect (linguistics) , context (archaeology) , advertising , reciprocal , psychology , live streaming , social media , relation (database) , computer science , business , multimedia , marketing , world wide web , communication , relationship marketing , paleontology , linguistics , philosophy , biology , marketing management , database