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Keywords: Exhibition livestreaming
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Journal Articles
The marketing value of livestreaming in exhibitions and its impact on buyers
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Journal of Business & Industrial Marketing (2025) 40 (10): 1936–1954.
Published: 09 October 2025
...Yang Cui; Jun Yu; Chaowu Xie; Xue Fang; Yu Wu Purpose This study aims to explore the value of exhibition livestreaming marketing and its impact on buyers. Design/methodology/approach Based on perceived value theory, Study 1 conducted a qualitative analysis of 654 Weibo user comments...
