Cargando…
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...
| Autores principales: | , , , |
|---|---|
| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Elsevier
2022
|
| Materias: | |
| 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 |