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Keywords: Broadcaster popularity
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Journal Articles
Journal:
Internet Research
Internet Research (2023) 33 (7): 46–71.
Published: 06 March 2023
...Qiang Yang; Jiale Huo; Hongxiu Li; Yue Xi; Yong Liu Purpose This study investigates how social interaction-oriented content in broadcasters' live speech affects broadcast viewers' purchasing and gift-giving behaviors and how broadcaster popularity moderates social interaction-oriented content's...
