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Keywords: Livestreaming e-commerce
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2025) 42 (6): 717–730.
Published: 30 June 2025
...Herbert Sima; Sihong Wu; Zheng Joseph Yan; Na Luo; Yanlin Chen Purpose Livestreaming e-commerce has transformed traditional online shopping by offering consumers a novel experience that combines entertainment, immersion and real-time interaction. This approach not only attracts more traffic...
