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How Social Presence Influences Engagement in Short Video-Embedded Advertisements: The Serial Mediation Effect of Flow Experience and Advertising Avoidance
 
 

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Journal: J. Theor. Appl. Electron. Commer. Res., 2024
Volume: 19
Number: 39

Article: How Social Presence Influences Consumer Well-Being in Live Video Commerce: The Mediating Role of Shopping Enjoyment and the Moderating Role of Familiarity
Authors: by Zhen Huang, Xue Yan and Jia Deng
Link: https://www.mdpi.com/0718-1876/19/2/39

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