More than just a preview: how teaser videos shape consumer livestream watching through the mediating role of inspiration

Authors
Minh Tu Tran Hoang; Bang Le; Linh Hoang Ho; Lien Kim; Thi Van Trang Tran
Publication year
2025
Index (WoS/Scopus)
WoS
Publisher
Emerald Publishing
Journal
Journal of Research in Interactive Marketing
Link
https://www.emerald.com/jrim/article-abstract/doi/10.1108/JRIM-10-2024-0471/130…

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