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Keywords: Inverted U-shape
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2025) 59 (7): 1774–1805.
Published: 12 August 2025
... The authors find that PPD has an inverted U-shaped relationship with livestream efficiency. For hedonic products, the turning point occurs later than for utilitarian products. In addition, higher live streamer competence shifts the turning point to the right, while increased live comment volume moves...
