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Keywords: Cross-period spillover effects
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Journal Articles
Journal:
Industrial Management & Data Systems
Industrial Management & Data Systems (2026) 126 (8): 2462–2491.
Published: 12 January 2026
...Honglin Yang; Yuhang Wang; Wenyan Zhuo; Hong Wan Purpose Live-stream promotions often generate cross-period spillover effects beyond the broadcast, offering manufacturers continued exposure and promotional benefits. Dominant streamers may thus seek control over product pricing, leading to pricing...
Includes: Supplementary data
