[Taylor&Francis] The Role of Streamer Characteristics and Social Presence in Driving Impulsive Buying Behavior: A Study in Live Commerce with Self-Efficacy as a Moderator

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journalㄩJournal of Promotion Management

AuthorsㄩHuu Phuc Dang; Van Tinh Hoang

Published dateㄩ2025-8-18

DOIㄩ10.1080/10496491.2025.2528749

PDF linkㄩhttps://www.tandfonline.com/doi/pdf/10.1080/10496491.2025.2528749

Article linkㄩhttps://doi.org/10.1080/10496491.2025.2528749

Article SourceㄩInforma UK Limited﹝


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