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Keywords: Live-streaming commerce
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2023) 37 (8): 973–988.
Published: 17 April 2023
...Chunfeng Chen; Depeng Zhang Purpose The rapid development of live-streaming commerce has increased companies’ marketing effectiveness. While previous studies have explored the effects of its technical features on consumers, the effects of marketing-related factors remain unknown. This study aims...
