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Keywords: Expertise-knowledge
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Journal Articles
The impact of Internet celebrity characteristics on followers' impulse purchase behavior: the mediation of attachment and parasocial interaction
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Journal of Research in Interactive Marketing (2021) 15 (3): 483–501.
Published: 18 June 2021
.... Findings As to the empirical results, the main path indicated that the self-disclosure Internet celebrity positively affected the attachment, which mainly positively affected the impulse purchase behavior. The second path showed that the expertise-knowledge Internet celebrity positively affected...
