Asia Mar J
Introduction
Asia Marketing Journal, 24(2)
POSTING TYPE: TOCs
Trans-Parasocial Relation Between Influencers and Viewers on Live Streaming Platforms: How Does It Affect Viewer Stickiness and Purchanse Intention?
—Jeeyeon Kim, Jui-Ting Liu, and Sue Ryung Chang []
Mobile Banking Service in Mongolia: The Role of Online Convenience on the Acceptance and Use Behavior
—Aisena Ivanova and Grimm Noh []
Are More Followers Always Better? The Non-Linear Relationship between the Number of Followers and User Engagement on Seeded Marketing Campaigns in Instagram
—Suyoung Moon and Shijin Yoo []
What Explains Smartwatch Adoption? A comparative study of South Korea and Indonesia
—Mufida Sekardhani and Sujin Song []