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Keywords: Advertising strategy
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Journal Articles
Journal:
Nankai Business Review International
Nankai Business Review International (2026) 17 (3): 479–495.
Published: 28 May 2026
... and platform performance using a VAR model. Furthermore, the authors investigate how advertising strategies improve the active degree of different users’ behaviors Findings The results show that the sellers’ activity improves the platform sustainable competitiveness more effectively than buyers’ activity...
