...Hui Zhang; Bingnan Liu Purpose This study explores a seller's live-stream adoption and channel strategy, considering the streamer's private influence information and positive and negative spillover effects of live-stream selling. Design/methodology/approach We develop a game-theoretic model...

...Chenyan Gu; Shuyue Jia; Xinsiyu Chang Purpose As e-commerce platforms and merchants increasingly adopt promotion preannouncements, understanding their spillover effects on other products within and across brands is crucial. This study aims to comprehensively investigate these spillover effects...