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Journal Articles

How to interact with consumers to enhance their purchase intention? Evidence from China’s agricultural products live streaming commerce

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Si Tan
Journal: British Food Journal
British Food Journal (2024) 126 (6): 2500–2521.
https://doi.org/10.1108/BFJ-09-2023-0815
Published: 04 April 2024
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Journal Articles

How marketer-generated content characteristics affect consumer engagement? Empirical evidence from China's WeChat food marketing

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Si Tan, Weiping Chen
Journal: British Food Journal
British Food Journal (2022) 124 (1): 255–274.
https://doi.org/10.1108/BFJ-12-2020-1169
Published: 28 June 2021
View article titled, How marketer-generated content characteristics affect consumer engagement? Empirical evidence from China's WeChat food marketing
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