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In SNSs with a live streaming function, individual sellers and other viewers coexist within the same platform. Therefore, “social identification”—a self-defining process used to depict a belongingness with respect to certain groups (Ashforth & Mael, 1989) and achieve selfconsistency or self-esteem (Bhattacharya & Sen, 2003)—can take place in relation to the individual (seller) and group (other viewers) (Belén del Río, Vazquez, & Iglesias, 2001). Identification with a seller and other viewers enhances a customer's participation and interaction on SNSs (Badrinarayanan, Sierra, & Martin, 2015) as well as a long-term relationship with the seller (Hu et al., 2017; Tuškej, Golob, & Podnar, 2013).
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