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  1. 1
    Play to Participate: Effects of Gamification Affordances on Consumer Participation in Livestreaming Commerce

    Play to Participate: Effects of Gamification Affordances on Consumer Participation in Livestreaming Commerce by Congcong Yang, Yuanyue Feng, Xiaona Li, Ben Niu

    Published 2025-04-01
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  2. 2
    How Do Virtual Influencers Affect Consumer Brand Evangelism in the Metaverse? The Effects of Virtual Influencers’ Marketing Efforts, Perceived Coolness, and Anthropomorphism

    How Do Virtual Influencers Affect Consumer Brand Evangelism in the Metaverse? The Effects of Virtual Influencers’ Marketing Efforts, Perceived Coolness, and Anthropomorphism by Maja Gulan, Yuanyue Feng, Gustave Florentin Nkoulou Mvondo, Ben Niu

    Published 2025-02-01
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