A business model predicting the impact of live-stream marketing on firms' stock price - An event study
Live stream marketing in China has been in the rage since 2019, and the e-commerce industry has expanded dramatically since the start of the pandemic. Internet celebrities, a growing number of people from different walks of life, movie stars, and TV hosts are now joining as live streamers. In Februa...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2022-12-01
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| Series: | Heliyon |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2405844022038105 |