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

• Published in: Asia Marketing Journal (Online) Vol. 24; no. 2; pp. 39 - 50
• Main Authors: Kim, Jeeyeon, Liu, Jui-Ting, Chang, Sue Ryung
• Format: Journal Article
• Language: English
• Published: 한국마케팅학회AMJ 2022
• Subjects: Stickiness; Fanship; Trans-parasocial relation; Purchase intention; Live streaming