Exploring consumer responses to official endorsement: roles of credibility and attractiveness attributes in live streaming

IntroductionOfficial endorsement, distinct from celebrity, expertise, and peer endorsement, introduces a new paradigm where local government officials use online platforms, particularly live streaming, to promote local products and brands.MethodsThis study examines the influence of official endorsement on consumer responses using the source credibi

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Short RNA guides cleavage by eukaryotic RNase III.

In eukaryotes, short RNAs guide a variety of enzymatic activities that range from RNA editing to translation repression.It is hypothesized that pre-existing proteins evolved to bind and use guide RNA during evolution.However, the capacity of modern proteins to here adopt new RNA guides has never been demonstrated.Here we show that Rnt1p, the yeast

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