A business model predicting the impact of live-stream marketing on firms' stock price - An event study by Shunjun Luo, Maw-Liann Shyu, Andri dayarana k. Silalahi, I-Tung Shih

“…Internet celebrities, a growing number of people from different walks of life, movie stars, and TV hosts are now joining as live streamers. In February 2020, China's A-share stock market's Internet celebrity live streaming index rose by more than 20%. …”
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