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April 22, 2024Asia Pacific Journal of Marketing and Logistics

What makes viewers loyal toward streamers? A relationship building perspective and the gender difference

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LYLI Ying-xiaNBNorazlyn Kamal BashaSNSiew Imm Ng

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Ying-xia et al. (2024) studied this question.

synapsesocial.com/papers/68e6e1ccb6db64358765cbebhttps://doi.org/10.1108/apjml-10-2023-1015
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