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【With the same tag:【streamer】 Found 2 articles】 /Page Order by: Asce Desc

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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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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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doi:10.16538/j.cnki.fem.20201122.301

Foreign Economics & Management, Vol. 43, Issue 01, pp. 23 - 43

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