Investigating the Impact of Virtual Streamers on the Engagement of Generation Z Consumers: The Moderating Effect of Congruence.

Wed, 01 Jan 2025 00:00:00 +0100

Yingxia Li , Qiaoling Lin, Xi Luo, Boning Liu:
Investigating the Impact of Virtual Streamers on the Engagement of Generation Z Consumers: The Moderating Effect of Congruence. J. Organ. End User Comput. 37(1): 1-23 (2025)