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Keywords: Relational bonds
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Journal Articles
Journal of Research in Interactive Marketing (2025) 19 (4): 549–570.
Published: 20 August 2024
...Pu Lai; Eugene Cheng-Xi Aw; Garry Wei-Han Tan Purpose This study examines the effects and driving mechanisms of relational bonds (i.e. financial, social, and structural bonds), live-streaming shopping atmosphere factors (i.e. suspense, entertainment, perceived crowdedness, and vicarious experience...
