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Keywords: Live-stream
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Journal Articles
Journal of Research in Interactive Marketing (2018) 12 (1): 79–93.
Published: 19 December 2017
...Patricia R. Todd; Joanna Melancon Purpose The overall purpose of this study is to investigate and gain a better understanding of perceptions of source credibility and consumer motivation to view live-stream broadcasts. Of particular interest is gender differences based on the gender...
