Zhi, Lin (2024) The Influence Mechanism of "Internet Celebrity Live" Marketing Model on Consumers' Purchasing Decisions: Qualitative Exploration Based on Rooted Theory. In: Proceedings of the 4th International Conference on Economic Management and Big Data Applications, ICEMBDA 2023, October 27–29, 2023, Tianjin, China.
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Abstract
In recent years, as a new marketing method, "Internet celebrity live broadcast" has become active in major online platforms and has attracted special attention from the public. This study is based on the qualitative research of rooted theory. Through in-depth interviews with 35 target users, a theor
| Item Type: | Conference or Workshop Item (UNSPECIFIED) |
|---|---|
| Date Deposited: | 04 Mar 2026 17:05 |
| Last Modified: | 17 Apr 2026 00:59 |
| URI: | http://eprints.eai.eu/id/eprint/46777 |
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