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Keywords: Personalized persona
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Journal Articles
Journal:
Kybernetes
Kybernetes (2024) 53 (7): 2322–2341.
Published: 28 March 2023
... that the celebrity live streamer persona can be divided into two types: personalized persona and professional persona. Through emotional attachment, the celebrity's persona affects the consumer's purchase intentions. As well as, product type plays a moderating role between celebrity persona and consumer purchase...
