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The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement

Product EndorsementLive Streaming ContentsOnline Customer BehaviorSocial MediaAdvertisingInteractive MarketingManagementConsumer ResearchMarketing CommunicationConsumer AttitudesSocial InfluenceConsumer BehaviorConsumer AttitudeCommunicationArtsMarketingConsumer AppealConsumer Engagement