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Keywords: Marketer-generated content
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2024) 42 (1): 190–210.
Published: 15 December 2023
..., semantics and readability of streamers' product descriptions on product sales. Originality/value This study is the first to concurrently examine the direct and interactive effects of user-generated content (UGC) and marketer-generated content (MGC) on consumer purchase behaviors in livestreaming e...
