Optimizing Influencer Mix Strategies for Livestream Commerce: Insights from China

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Open Access

|Apr 2025

References

Gu, X., Zhang, X., & Kannan, P. K. (2024). Influencer mix strategies in livestream commerce: impact on product sales. Journal of Marketing, 88(4), 64–83. https://doi.org/10.1177/00222429231213581
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Language: English

Page range: 36 - 41

Published on: Apr 19, 2025

Published by: Nuremberg Institute for Market Decisions

In partnership with: Paradigm Publishing Services

Publication frequency: 2 issues per year

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© 2025 Xian Gu, Xiaoxi Zhang, P. K. Kannan, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 License.