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Understanding the Role of Virtual Anchor-Brand Image Fit in Virtual Live Streaming

Man Ji, Xiayu Chen, Shaobo Wei, Qi Liu, Jianshan Sun. Understanding the Role of Virtual Anchor-Brand Image Fit in Virtual Live Streaming. In Tung X. Bui, editor, 57th Hawaii International Conference on System Sciences, HICSS 2024, Hilton Hawaiian Village Waikiki Beach Resort, Hawaii, USA, January 3-6, 2024. pages 631-639, ScholarSpace, 2024. [doi]

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Man Ji

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Xiayu Chen

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Shaobo Wei

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Qi Liu

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Jianshan Sun

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