How do online celebrities attract consumers? an EEG study on consumers' neural engagement in short video advertising.
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| Title: | How do online celebrities attract consumers? an EEG study on consumers' neural engagement in short video advertising. |
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| Authors: | Zhang, Zhipeng1,2 (AUTHOR), Zhang, Liyi2,3 (AUTHOR) lyzhang@whu.edu.cn |
| Source: | Electronic Commerce Research. Apr2026, Vol. 26 Issue 2, p1643-1669. 27p. |
| Database: | Business Source Ultimate |
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| ISSN: | 13895753 |
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| DOI: | 10.1007/s10660-025-09956-4 |
