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Do Psychological Ownership and Communicative Presence Matter? Examining How User-Generated Content in E-Commerce Live

Nan Zhang1, Wen Hu1

  • 1School of Computer and Information Engineering, Harbin University of Commerce, Harbin 150028, China.

Behavioral Sciences (Basel, Switzerland)
|August 29, 2024
PubMed

Keywords:
communicative presenceconsumer behavioremotionslive streaming marketingpsychological ownershipuser-generated content

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