AUTHOR=Li Ruiqiang , Cui Yaoyuan , Mei Xue 

TITLE=Research on the influence of anchor characteristics on consumer purchase intention—a case study of selected anchors on Dong Yuhui’s “With Hui” Live-stream account

JOURNAL=Frontiers in Communication

VOLUME=9

YEAR=2025

URL=https://www.frontiersin.org/journals/communication/articles/10.3389/fcomm.2024.1534691

DOI=10.3389/fcomm.2024.1534691

ISSN=2297-900X