Live-stream is the real-time audio and video transmission of an event over the Internet.
Since a live-stream can also be interactive, it has some of the characteristics of a small …

Purpose–Numerous electronic word-of-mouth (eWOM) studies have been conducted to
examine the effectiveness of persuasive eWOM messages. Despite the impact of eWOM …

The cosmetic industry has shown rapid growth worldwide and is seen as a profitable
business yet highly competitive. A popular grab-attention strategy being adopted worldwide …

Fierce competition within the fashion industry compels apparel companies to formulate a
variety of marketing strategies to entice consumers, enhancing their purchase intention (PI) …

This research is to find out about brand strength for Micro, Small and Medium Enterprises in
West Java in the form of Brand Image and Identity and Brand Identity on Brand Love. This …

摘要随着社会化购物行业的高速发展, 直播购物成为企业销售新增长点, 企业如何选择直播购物
主播类型成为企业关注重点. 由于直播购物具有社交性, 即时性和虚拟性, 消费者在直播购物中会 …

Gen Z controls almost the entire population in the world with a total number of almost two
billion people worldwide. This generation will be the largest consumer group in the world. In …

The growth of Instagram continues, with the majority of its users being millennial consumers
who share all aspects of their life on social media. One of the most popular advertising …

Purpose–The purpose of this study is twofold, first, the study aimed at investigating the
impact of celebrities' credibility on advertising effectiveness by examining the celebrity …

This paper aims to perform a comprehensive analysis, mapping the main areas of the
endorser marketing literature of the last ten years and offering a classification of the subject …