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An empirical investigation of the impact of influencer live-streaming ads in e-commerce platforms on consumers’ buying impulse

Mian Yan, Alex Pak Ki Kwok, Alan Hoi Shou Chan, Yu Sheng Zhuang, Kang Wen, Kai Chao Zhang

Internet Research (2023) 33 (4): 1633–1663.

https://doi.org/10.1108/INTR-11-2020-0625

Published: 29 December 2022

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