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Keywords: Celebrity avatar virtual streamer
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning 1–21.
Published: 10 July 2026
...Li Xiong; Dan Wei; Jialu Guo Purpose Although celebrity avatar virtual streamers are rapidly adopted in live streaming commerce, there is limited evidence on how users form emotional evaluations in natural interactive settings, particularly regarding the joint effects of usage motivations and risk...
