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How Influencer-product Gender Congruency Impacts Influencer's Endorsement Effectiveness: A Cross-national Comparison between Douyin and TikTok Users in China and the USA

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Identiferoai:union.ndltd.org:OhioLink/oai:etd.ohiolink.edu:bgsu1668105223562107
Date January 2022
CreatorsYang, Yang
PublisherBowling Green State University / OhioLINK
Source SetsOhiolink ETDs
LanguageEnglish
Detected LanguageEnglish
Typetext
Sourcehttp://rave.ohiolink.edu/etdc/view?acc_num=bgsu1668105223562107
Rightsunrestricted, This thesis or dissertation is protected by copyright: all rights reserved. It may not be copied or redistributed beyond the terms of applicable copyright laws.

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