Yutong Guo, Chao Ban, Xiao Liu, Khim-Yong Goh, Xixian Peng, Jiang Yang, Xiaobo Li. Short-Video Marketing in E-commerce: Analyzing and Predicting Consumer Response. In Niels Bjørn-Andersen, Roman Beck, Stacie Petter, Tina Blegind Jensen, Tilo Böhmann, Kai Lung Hui, Viswanath Venkatesh, editors, Proceedings of the 43rd International Conference on Information Systems, ICIS 2022, Digitization for the Next Generation, Copenhagen, Denmark, December 9-14, 2022. Association for Information Systems, 2022. [doi]
Abstract is missing.