Business
Men resist men: streamer-consumer gender match for advertising the functional benefits of heterogeneously priced utilitarian products
S. Li, Y. Liu, et al.
This research by Sirui Li, Ying Liu, Jing Su, Litao Duan, and Hui Fu delves into how the gender match between streamers and consumers influences the effectiveness of advertising for utilitarian products. Surprising insights reveal that male-streamers are particularly impactful for mid-priced products, but male consumers may hesitate when approached with utilitarian messages. This study uncovers a fascinating interplay between gender and advertising efficacy.
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