RSU International Research Conference 2025 on Social Science and Humanities, Education, and Management
Year: 2025
The Role of Streamer Popularity and Attractiveness in Building Consumer Trust and Stimulating Word of Mouth in Streaming Commerce
Pages: 128-139
Keywords: Live-streaming Commerce, Streamer Popularity, Streamer Attractiveness, Trust in Products, Electronic word-of-mouth (eWOM), Source Credibility Theory
