Add to ORKGAs the digital society, built up by the internet, gradually changes people's lives, online celebrities are emerging in China and have discovered the huge business opportunities of online platforms by establishing their own brands. Many brands created by Chinese online celebrities are increasingly popular among consumers, such as Li Ziqi and Taozi Sister. Responding to the emergence and popularity of Chinese online celebrities and their brands, this study – drawing on the source-credibility model and the stimulus organism response model – will investigate the determinants of Chinese consumers’ purchase intention regarding online-celebrity brand products. Following a survey of 198 valid questionnaires of Chinese consumers, the empirical resul...
Background In recent years, with the rapid development of e-commerce in China, various online media ...
With the fast growing Chinese online marketplace and the increasing popularity of shopping imported ...
As social media is becoming more common, social media has grown a part of life for Generation Z, bor...
As the digital society, built up by the internet, gradually changes people's lives, online celebriti...
Problem/Purpose: Internet celebrities have shown huge commercial value by operating their E-commerce...
The purpose of this study is to determine the factors that influence Zhejiang Chinese consumers’ dec...
Social media celebrities (SMCs) and social media platforms (SMPs) have become indispensable in today...
This thesis studies China’s emerging online celebrities —“Knowledge Wanghong”—who sell self-created ...
With the rise of online celebrity\u27s economy and the improvement of webcast technology, China\u27s...
Attracting more consumers through mobile online platforms has become the most important thing for lu...
This study aims to explore the role of social media influencers in China beauty industry from the pe...
The use of social media had created a group of ordinary people who actively share their life and ex...
Social media advertising strategies, including using traditional celebrity endorsers and micro-celeb...
Social media offers many opportunities for online marketing strategies that harness the power of soc...
This study analyzes the effect of perceived value on online purchase intention by taking Chinese con...
Background In recent years, with the rapid development of e-commerce in China, various online media ...
With the fast growing Chinese online marketplace and the increasing popularity of shopping imported ...
As social media is becoming more common, social media has grown a part of life for Generation Z, bor...
As the digital society, built up by the internet, gradually changes people's lives, online celebriti...
Problem/Purpose: Internet celebrities have shown huge commercial value by operating their E-commerce...
The purpose of this study is to determine the factors that influence Zhejiang Chinese consumers’ dec...
Social media celebrities (SMCs) and social media platforms (SMPs) have become indispensable in today...
This thesis studies China’s emerging online celebrities —“Knowledge Wanghong”—who sell self-created ...
With the rise of online celebrity\u27s economy and the improvement of webcast technology, China\u27s...
Attracting more consumers through mobile online platforms has become the most important thing for lu...
This study aims to explore the role of social media influencers in China beauty industry from the pe...
The use of social media had created a group of ordinary people who actively share their life and ex...
Social media advertising strategies, including using traditional celebrity endorsers and micro-celeb...
Social media offers many opportunities for online marketing strategies that harness the power of soc...
This study analyzes the effect of perceived value on online purchase intention by taking Chinese con...
Background In recent years, with the rapid development of e-commerce in China, various online media ...
With the fast growing Chinese online marketplace and the increasing popularity of shopping imported ...
As social media is becoming more common, social media has grown a part of life for Generation Z, bor...