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Keywords: Agricultural product
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Journal Articles
Asia Pacific Journal of Marketing and Logistics 1–22.
Published: 15 January 2026
...Leilei Zhao; Weiwei Wu; Zhang Bolun Purpose As the prevalence of selling agricultural products using live streaming increases, it is unclear whether and under what circumstances the live-streaming selling format can benefit farmers. This article also reveals the influence of consumer pro-farming...
Includes: Supplementary data
