A business model predicting the impact of live-stream marketing on firms' stock price - An event study

Live stream marketing in China has been in the rage since 2019, and the e-commerce industry has expanded dramatically since the start of the pandemic. Internet celebrities, a growing number of people from different walks of life, movie stars, and TV hosts are now joining as live streamers. In Februa...

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Detalles Bibliográficos
Autores principales: Luo, Shunjun, Shyu, Maw-Liann, Silalahi, Andri dayarana k., Shih, I-Tung
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Elsevier 2022
Materias:
Research Article
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9803699/
https://www.ncbi.nlm.nih.gov/pubmed/36593856
http://dx.doi.org/10.1016/j.heliyon.2022.e12522

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9803699/
https://www.ncbi.nlm.nih.gov/pubmed/36593856
http://dx.doi.org/10.1016/j.heliyon.2022.e12522

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