peer reviewed · Frontiers of Business Research in China (2026)
Live Streaming E-Commerce from the Perspective of Marketing Communication: A Review and Prospects
Guoqing Guo, Ziyi Wang, Sau Lan Fanny Cheung
In plain English
A review of live-streaming e-commerce research organized around the communicator, channel, content and audience, calling for more integrated theory.
live commerce
commerce
systematic review
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