Augmenting TikTok shop adoption: The mediating role of Key Opinion Consumers (KOCs) in live streaming, video content, and Artificial Intelligence (AI) recommendations

par Le, Minh Thi Hong, Pham, Hieu Ngoc Minh, Nguyen, Ly Thi Truc, Le, Thuy Thi Xuan, Nguyen, Suong Thi Mai
Publié 2025