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Keywords: Streamer attributes
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC 1–23.
Published: 16 April 2026
...Mai Thi Thuy Linh; Nguyen Tran Le Na; Pham Tien Thanh; Pham Vu Thinh Purpose Shaping consumer buying behavior in livestream commerce is increasingly important as streamers play a central role in influencing real-time purchase decisions. While prior research has examined streamer attributes...
