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Keywords: Live-streaming workout courses
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Journal Articles
Journal of Product & Brand Management (2023) 32 (7): 1082–1092.
Published: 16 May 2023
...Jiayi Hou; Boya Han; Long Chen; Ke Zhang Purpose This paper aims to test the effects of social presence (SP) and other related factors, including trust, self-construal and brand familiarity, in affecting consumers’ purchase intention of live-streaming workout courses. Design/methodology...
