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Keywords: Live-stream selling
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Journal Articles
Journal:
Industrial Management & Data Systems
Industrial Management & Data Systems (2026) 126 (8): 2462–2491.
Published: 12 January 2026
..., offering theoretical guidance for optimizing long-term live-stream operations. Our findings contribute to resolving pricing conflicts in live-stream selling and encourage the use of pricing power as a strategic lever to improve promotional efficiency, thereby supporting the sustainable development of live...
Includes: Supplementary data
