[Other] How do online celebrities attract consumers? an EEG study on consumers’ neural engagement in short video advertising

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journal：Electronic Commerce Research

Authors：Zhipeng Zhan, Liyi Zhan

Published date：2026-5-

DOI：10.1007/s10660-025-09956-4

PDF link：https://link.springer.com/article/10.1007/s10660-025-09956-4

Article link：https://doi.org/10.1007/s10660-025-09956-4

Article Source：Springer。

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[Other] How do online celebrities attract consumers? an EEG study on consumers’ neural engagement in short video advertising Copy