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Keywords: Cross-gender endorsement
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Journal Articles
Journal of Research in Interactive Marketing (2024) 18 (6): 1001–1016.
Published: 09 January 2024
...Xiang Chen; Shuojia Guo; Shuhua Han Purpose This paper critically examines the effectiveness of male anchor in cross-gender endorsements and questions whether it can truly deliver positive outcomes for advertisers in the context of live streaming. It explores the underlying mechanisms...
