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Keywords: Live-streamers’ characteristics
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2024) 36 (12): 3353–3370.
Published: 21 June 2024
...Jie Xiong; Feng Li Purpose The rapid development of e-commerce live streaming is inseparable from the important role of live-streamer. However, research exploring the impacts of live-streamers’ characteristics on customer engagement in different types of live streaming rooms remains limited...
