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Keywords: Live streaming commerce
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Journal Articles
Journal:
Kybernetes
Kybernetes (2023) 52 (12): 6467–6493.
Published: 23 September 2022
... strategic combination between the brand and the anchor. The authors investigate the evolutionary stabilization strategies of the bounded rational brand and anchor, and explore the conditions for the realization of the optimal strategy. Management suggestions for the development of live streaming commerce...
