Proliferation in live streaming commerce, and key opinion leader selection
Live streaming commerce is emerging as one new business model in e-commerce, with an influx of key opinion leaders (KOLs) flushing into the business as live streamers. Prior literature has noticed the improved communication channels and product differentiation of the live streaming commerce, but how...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Article |
| Language: | English |
| Published: |
Springer Science and Business Media LLC
2024
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| Online Access: | https://hdl.handle.net/1721.1/155767 |