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Investigating the cross-channel impact of live streaming on retail sales: Evidence from a live streaming e-commerce platform in China

Lixia Hu, Jiahui Mo, Qingfei Min, Xin (Robert) Luo. Investigating the cross-channel impact of live streaming on retail sales: Evidence from a live streaming e-commerce platform in China. Decision Support Systems, 201:114591, 2026. [doi]

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