Using Virtual Gifts on Live Streaming Platforms as a Sustainable Strategy to Stimulate Consumers’ Green Purchase Intention
As the use of live-stream marketing by corporations to sell products is increasing, the sustainability of this marketing model has been a controversial topic in recent years. In this study, we propose that live-stream marketing can be used as a sustainable strategy to improve the relationship betwee...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2020-05-01
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| Series: | Sustainability |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2071-1050/12/9/3783 |