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Keywords: Streamers
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2023) 35 (12): 3069–3090.
Published: 07 June 2023
...Guoxin Li; Peiwen Tang; Jiao Feng Purpose This study aims to understand how different levels of streamer channels influence luxury brand sales in live streaming commerce. This study also seeks to understand the conditions under which luxury brands may benefit more from different level streamer...
