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Keywords: Distribution channel
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2023) 35 (12): 3069–3090.
Published: 07 June 2023
... to the literature. First, it contributes by proposing a new model to improve our understanding of the influence of multiple level streamers, which function as distribution channels. The paper compares the efficiency and effectiveness of different streamer channels within live streaming commerce environments. We...
