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Keywords: Live-streaming e-commerce
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Journal Articles
Journal of Research in Interactive Marketing (2024) 18 (4): 631–647.
Published: 22 November 2023
... of research on the live-streaming ecosystem by exploring the effect of different streamer types on the brands' self-built live-streaming. By investigating consumer engagement, this study gives implications for the sustainable traffic issue in live-streaming e-commerce. Keshan (Sara) Wei can be contacted...
