Sustainability of Live Video Streamer’s Strategies: Live Streaming Video Platform and Audience’s Social Capital in South Korea
Live streamers’ power and attraction influence consumer behavior. This study focuses on streamer-central formed social capital and the relationship between streamers and audiences on live streaming video platforms (LSVP). First, we explored the impact of trust, norm of reciprocity, and net...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2020-03-01
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| Series: | Sustainability |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2071-1050/12/5/1969 |