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Journal Articles

Empathy and emotional labor: the role of virtual streamers in driving PC game players’ in-game purchases

Open Access
Qingzhen Li, Wang He
Journal: Asia Pacific Journal of Marketing and Logistics
Asia Pacific Journal of Marketing and Logistics (2025) 37 (12): 3984–4002.
https://doi.org/10.1108/APJML-02-2025-0213
Published: 12 May 2025
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Journal Articles

“Coolness” and “joy” in games: factors influencing mobile game players' willingness to make in-game purchases

Open Access
Yining Ma, Wang He
Journal: Asia Pacific Journal of Marketing and Logistics
Asia Pacific Journal of Marketing and Logistics (2025) 37 (2): 331–348.
https://doi.org/10.1108/APJML-04-2024-0539
Published: 24 July 2024
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