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Keywords: Stealing thunder
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2025) 37 (7): 2075–2089.
Published: 17 December 2024
...) of consumers when live-streaming e-commerce failures occur and the role of the Stealing Thunder (ST). Design/methodology/approach Totally 584 adults with live-streaming shopping experience were invited to investigate the impact and mechanisms of live-streaming failure incidents, as well as the moderating...
Includes: Supplementary data
