Evaluating the Marketing Strategy of Sports and Fitness Enterprises based on 4C Marketing Theory

The Impact of Live Streaming Anchors on Beauty Product Purchase Intention

“…Liu Zhen (2018) [7] , Yi, Y et al, (2022) [18] investigated the effects of anchors' perceived professionalism, perceived reputation, perceived interactivity and perceived homogeneity on purchase intention through a study using trust as a mediating variable, and found that there is a significant positive correlation between the two, and the more consumers trust online opinion leaders, the more likely they are to be influenced by their recommended information, and then generate purchase intention. Zhou Jisheng (2022) [21] , Wang, H et al, (2022) [13] studied the relationship between network opinion leaders and consumers' online purchase intention under the e-commerce live streaming marketing model using perceived value and perceived risk as mediator variables, and found that there is a positive correlation between the perceived professionalism, perceived reputation, perceived interactivity, and perceived product involvement of network opinion leaders and consumers' perceived value and purchase intention. This study applies the opinion leader theory and refers to the model constructed by Zhou Jisheng (2022) [21] on the personal characteristics of opinion leaders in e-commerce live-streaming situations affecting consumers' purchase intention, and constructs the research framework, as shown in Fig.…”

The Impact of Entrepreneurial Personal Branding on Consumer Purchasing Behavior- Take Jack Ma for example

“…The impact of entrepreneurial personal branding on consumer purchasing behavior is a hot and cutting-edge research field. Fang Jiarong (2022) and Wang H et al (2022) identified that entrepreneurs' social responsibility behaviors exert a notable positive influence on consumer purchasing behavior [10] [20] . Yang Haolan and Hou Jie (2024) explored consumer purchasing behavior from the perspective of online reviews and found that product evaluation star rating, store comprehensive evaluation score, number of comment tags, and comment length have a notable positive influence on consumer decision-making [11] .…”