Strategies for Live-Streaming E-Commerce in an E-Platform Supply Chain: Key Opinion Leader Live-Streaming or Manufacturer Self-Broadcasting?

Live-streaming e-commerce is a popular promotional method for attracting more customers in the era of the platform economy. This study investigates a better strategy for live-streaming sales for a manufacturer in an e-platform-based supply chain. Specifically, the manufacturer has two options—self-b...

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Principais autores:	Wenting Yang, Lu Liu, Wenjuan Yang, Song Xu
פורמט:	Artigo
שפה:	Inglês
יצא לאור:	MDPI AG 2025-12-01
סדרה:	Journal of Theoretical and Applied Electronic Commerce Research
נושאים:	live-streaming strategy KOL live-streaming self-broadcasting e-platform supply chain
גישה מקוונת:	https://www.mdpi.com/0718-1876/20/4/333
תגים:	הוספת תג אין תגיות, היה/י הראשונ/ה לתייג את הרשומה!