Keywords: Streamer communication
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Journal Articles
International Journal of Retail & Distribution Management (2026) 54 (6): 585–600.
Published: 31 March 2026
... in live streaming environments. The item generation process was followed by a systematic review by experts to assess the relevance and cross-cultural applicability of each item (Douglas and Nijssen, 2003). Live streaming commerce Online interactions Scale development Streamer communication...

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