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Keywords: Influencer marketing
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2025) 26 (3): 412–435.
Published: 09 December 2024
... the unique context of live streaming. Therefore, it is essential to explore viewers’ WTP beyond their intentions in the context of live streaming. In sum, the current paper examines the financial benefits of live game streaming from the viewpoint of the gaming industry. It focuses on influencer marketing...
