Does it matter how I stream? Comparative analysis of livestreaming marketing formats on Amazon Live
Abstract Livestreaming commerce has become a shopping option following the outbreak of COVID-19, and many sellers have adopted livestreaming marketing to increase their sales and market share. Although livestreaming marketing offers many opportunities, sellers face the challenge of identifying an ef...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Springer Nature
2023-07-01
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| Series: | Humanities & Social Sciences Communications |
| Online Access: | https://doi.org/10.1057/s41599-023-01860-2 |