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Keywords: Content marketing
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Journal Articles
Content marketing in e-commerce platforms in the internet celebrity economy
Available to Purchase
Journal:
Industrial Management & Data Systems
Industrial Management & Data Systems (2020) 120 (3): 464–485.
Published: 28 January 2020
...Ruibin Geng; Shichao Wang; Xi Chen; Danyang Song; Jie Yu Purpose With the popularity of social media and, recently, live streaming, internet celebrity endorsements have become a prevalent approach to content marketing for e-commerce sellers. Despite the widespread use of social media and online...
