...Min Qin; Mengmeng Liu Purpose Despite widespread use of virtual streamers, academic research on this subject remains limited. This study aims to explore the mechanisms by which consumer perceptions of virtual streamers influence consumer purchase intentions. Design/methodology/approach We used...

... a preference for balance in a give/receive relationship (Huseman et al., 1985 , 1987). Sales promotion Retail Consumer perceptions Equity sensitivity Purchase experience Over the last few decades, producers of consumer products have increasingly focused their promotional budget...