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Keywords: Social presence
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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...
Journal Articles
Journal of Product & Brand Management (2022) 31 (8): 1180–1195.
Published: 05 May 2022
.... In previous studies, the fundamental reason for the positive marketing results of emoticons and emojis is often explained as being due to “social presence” (i.e. the feeling of being with others, (Steuer, 1992 ; Biocca et al., 2003)). In other words, the social presence of emoticons and emojis...
Journal Articles
Journal of Product & Brand Management (2017) 26 (3): 262–281.
Published: 15 May 2017
... understood. This study aims to examine manager and user views of CBE and effects of perceived social presence (PSP) on CBE in a corporate Facebook environment. Design/methodology/approach Qualitative in-depth interviews are conducted with 18 users of corporate Facebook – i.e. those who visit corporate...
