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Keywords: TikTok
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2025) 59 (7): 1774–1805.
Published: 12 August 2025
... in the livestream shopping context. Design/methodology/approach In collaboration with a leading TikTok livestream agency, the authors use a control function approach to investigate the effect of PPD on livestream efficiency, while exploring the underlying mechanisms with a fixed-effect model. Findings...
