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Winning markets via live-streams: Competitive manufacturers' channel strategies · Study

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ArticleWinning markets via live-streams: Competitive manufacturers' channel strategies

Jing Yu2025

Article2025

Winning markets via live-streams: Competitive manufacturers' channel strategies

Jing Yu · Lin Wang · Wenqing Zhang · Chi Zhou

18 citations·0/0 files stored·Journal of Retailing and Consumer Services

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Supply Chain and Inventory Management Consumer Market Behavior and Pricing Digital Platforms and Economics

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References

2020The dynamic effect of interactivity on customer engagement behavior through tie strength: Evidence from live streaming commerce platforms 2021How attachment affects user stickiness on live streaming platforms: A socio-technical approach perspective 2022Fly with the wings of live‐stream selling—Channel strategies with/without switching demand 2022Resale or agency sale? Equilibrium analysis on the role of live streaming selling 2023Optimal selling format considering price discount strategy in live-streaming commerce 2023Live-streaming selling modes on a retail platform 2020Analyzing a stochastic dual-channel supply chain under consumers’ low carbon preferences and cap-and-trade regulation 2023Gains and Losses of Key Opinion Leaders’ Product Promotion in Livestream E-commerce

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Details

Year2025

Typearticle

Published2025-06-27

VenueJournal of Retailing and Consumer Services

ISSN-L0969-6989

Languageen

Citations18

Files0 public / 0

ShelfSupply Chain and Inventory Management

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doi10.1016/j.jretconser.2025.104391

openalex_workW4411734201

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