...Sheng Shu; Hengyuan Zhang Purpose This paper investigates the spillover effect of firms’ social media engagement with investors on consumption market performance and examines the impact of balanced/imbalanced social media stakeholder engagement strategies on firms’ consumption market performance...

...Shutian Wang; Yan Lin; Lu Yan; Guoqing Zhu Purpose Online comments significantly impact consumer choice and product sales. Existing research focuses on the direct effects of online comments on product sales, whereas studies on the spillover effects of online comments are relatively limited...

... broadcast service of the anchor affects the return rate of products sold live (live commerce effect) and related products of the manufacturer sold via its own channel (live commerce spillover effect). In this paper, the authors investigate the impacts of both live commerce and live commerce spillover effect...