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What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement

Live-stream Usage IntentionSocial MediaConsumer EngagementInteractive MarketingSocial ComputingUser-generated ContentUser ExperienceManagementOnline CommunitySocial InfluenceLive-streamingSocial InteractionCommunicationDigital EntertainmentArtsMarketingLive Streaming