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Literature Review on the Moderating Effect of Celebrity Endorser toward Browsing and Impulse Buying Behavior in Live-Streaming Market.

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Title: Literature Review on the Moderating Effect of Celebrity Endorser toward Browsing and Impulse Buying Behavior in Live-Streaming Market.
Authors: Yanzhou, Wu1 (AUTHOR) 249561693@qq.com, Chin, Thoo Ai1 (AUTHOR)
Source: Journal of Business & Economics Review (JBER). 2026, Vol. 11 Issue 2, p69-75. 7p.
Database: Business Source Ultimate
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Header DbId: bsu
DbLabel: Business Source Ultimate
An: 192482644
AccessLevel: 2
PubType: Academic Journal
PubTypeId: academicJournal
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  Data: Literature Review on the Moderating Effect of Celebrity Endorser toward Browsing and Impulse Buying Behavior in Live-Streaming Market.
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PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=192482644
RecordInfo BibRecord:
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      – Type: doi
        Value: 10.35609/jmmr.2026.11.2(3)
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      – Code: eng
        Text: English
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        PageCount: 7
        StartPage: 69
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      – TitleFull: Literature Review on the Moderating Effect of Celebrity Endorser toward Browsing and Impulse Buying Behavior in Live-Streaming Market.
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            NameFull: Yanzhou, Wu
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            NameFull: Chin, Thoo Ai
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            – D: 01
              M: 07
              Text: 2026
              Type: published
              Y: 2026
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