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Abstract Live-streaming e-commerce has revolutionised retail by enabling real-time interactions between brand owners, streamers, and consumers, which makes it an indispensable marketing tool for today’s brand owners. Considering the various types of streamers and high possibility of product returns in live-streaming, this study explores optimal strategies for brand owners in choosing live-streaming selling modes and streamers for product promotion.
As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.
