The Effect of the Characteristics of the Influencer of Public Officials and Internet Live Broadcasting in China on Local Agricultural Products’ Brand Image, Purchase Intention, and Word-of-Mouth Intention
Abstract:This study aimed to understand the effect of the characteristics of the influencer of public officials and the characteristics of internet live broadcasting in China on the brand image of local agricultural products, purchase intention, and word-of-mouth intention. A survey was administered to Chinese consumers who had purchased local agricultural products after watching live broadcasts on the internet by influencers of government officials. A total of 317 questionnaires were collected and the data were analyz… Show more
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