"Investigating the Impact of Virtual Streamers on the Engagement of ..."

Yingxia Li et al. (2025)

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DOI: 10.4018/JOEUC.380656

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type: Journal Article

metadata version: 2025-08-18

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Yingxia Li, Qiaoling Lin, Xi Luo, Boning Liu:
Investigating the Impact of Virtual Streamers on the Engagement of Generation Z Consumers: The Moderating Effect of Congruence. J. Organ. End User Comput. 37(1): 1-23 (2025)

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