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Keywords: Self-congruity
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Journal Articles
Journal of Hospitality and Tourism Technology (2024) 15 (4): 551–573.
Published: 16 May 2024
...Tingting Zhang; Bin Li; Nan Hua; Pei Zhang Purpose The purpose of this study is to investigate the effects of employee live streamers on consumers' purchase behaviors and brand image, as well as to understand the mediating roles of friendship and self-congruity. Design/methodology/approach...
