Lina Zhang

Nottingham University Business School China, Ningbo, China

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Seeing is Believing: Does Live Streaming E-commerce Make Brands More Shoppable?

Number of pages: 32 Posted: 24 Feb 2022
Lina Zhang, Suresh Sethi and Yumeng Zhang
Nottingham University Business School China, Ningbo, China, University of Texas at Dallas - Naveen Jindal School of Management and Queen Mary University of London - School of Business and Management
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Abstract:

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live-streaming channel, social influence, entertainment quality, transformative marketing, news vendor, multi-channel management