... category (mega vs. micro) jointly shape interaction intentions and how these effects vary by product type. Design/methodology/approach Four experiments (N = 1,427) test the interaction between streamer format and category, examine perceived authenticity as the mechanism, rule out alternative...

... and contradictory. To understand the influence mechanism clearly, we introduced the operational transparency framework and investigated the mediating effects of perceived manipulative intent and perceived authenticity as well as the relationship between them. The conditions under which the mediation effect occurs...