主播潜在“爆红”和“塌房”下品牌方和主播营销行为选择
王玉燕, 高凤阳, 杨晓光, 员巧云
The marketing behavior choices of brand owner and streamer under the potential “instant celebrification” and “reputation crumble” caused by the streamer
Gao, Yang
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DOI: 10.16381/j.cnki.issn1003-207x.2025.1256
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