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Keywords: Live-streaming
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Journal Articles
Journal:
Industrial Management & Data Systems
Industrial Management & Data Systems 1–23.
Published: 14 July 2026
...Yucheng Xin; Tijun Fan; Haiyang Xia Purpose This paper investigates how manufacturers with different market bases should strategically match with a high- or low-influence streamer in live-streaming e-commerce. It aims to reveal how horizontal asymmetry in market size and vertical asymmetry...
Includes: Supplementary data
