Trans-Parasocial Relation Between Influencers and Viewers on Live Streaming Platforms: How Does it Affect Viewer Stickiness and Purchase Intention?

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Bibliographic Details
Published inAsia Marketing Journal (Online) Vol. 24; no. 2; pp. 39 - 50
Main Authors Kim, Jeeyeon, Liu, Jui-Ting, Chang, Sue Ryung
Format Journal Article
LanguageEnglish
Published 한국마케팅학회AMJ 2022
Subjects
Stickiness
Fanship
Trans-parasocial relation
Purchase intention
Live streaming
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ISSN:1598-7868
2765-6500
2765-6500
DOI:10.53728/2765-6500.1587