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Keywords: Promotion effectiveness
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Journal Articles
Local social network structure and promotion effectiveness in social commerce
Available to Purchase
Journal:
Information Technology & People
Information Technology & People (2024) 37 (2): 700–728.
Published: 28 February 2023
...Huasi Xu; Yidi Liu; Bingqing Song; Xueyan Yin; Xin Li Purpose Drawing on social network and information diffusion theories, the authors study the impact of the structural characteristics of a seller’s local social network on her promotion effectiveness in social commerce. Design/methodology...
Includes: Supplementary data
