A Study of Livestream Shopping’s Role in the Customer Journey
Livestream shopping is a form of commerce and marketing that combines entertainment, interaction, and product introductions. Following live commerce’s boom in China in 2019, many US brands and platforms have also eagerly started experimenting with this new marketing format, however with lukewarm suc...
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| Format: | Thesis |
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Massachusetts Institute of Technology
2022
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| Online Access: | https://hdl.handle.net/1721.1/146678 |