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Keywords: Characteristics of information source
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Journal Articles
Assessing word-of-mouth reputation of influencers on B2C live streaming platforms: the role of the characteristics of information source
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Asia Pacific Journal of Marketing and Logistics (2022) 34 (7): 1544–1570.
Published: 05 November 2021
...Lin Wang; Zhihua Wang; Xiaoying Wang; Yang Zhao Purpose The purpose of this paper is to assess the influence mechanism of the word-of-mouth reputation of influencers. Design/methodology/approach This study explored word-of-mouth reputation from four characteristics of information source...
