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Keywords: Marketing value
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Journal Articles
The marketing value of livestreaming in exhibitions and its impact on buyers
Available to Purchase
Journal of Business & Industrial Marketing (2025) 40 (10): 1936–1954.
Published: 09 October 2025
... and identified seven main categories, including four types of marketing value attributes of exhibition livestreaming. Study 2 conducted a quantitative analysis of questionnaire data from 451 professional exhibition buyers and verified the marketing value and influence mechanism of exhibition livestreaming based...
