Short-term or long-term cooperation between retailer and MCN? New launched products sales strategies in live streaming e-commerce

Author:

Mao Zhaofang,Du Zelin,Yuan RuiyingORCID,Miao Qiqi

Funder

National Natural Science Foundation of China

Publisher

Elsevier BV

Subject

Marketing

Reference46 articles.

1. Will they return? Getting private label consumers to come back: price, promotion, and new product effects;Abril;J. Retailing Consum. Serv.,2016

2. Channel structures of online retail platforms;Albert;Addit. Manuf.,2021

3. Pricing information goods: a strategic analysis of the selling and pay-per-use mechanisms;Balasubramanian;J. Acad. Market. Sci.,2015

4. Is the shopper always the king/queen? Study of omnichannel retail technology use and shopping orientations;Ben Mimoun;J. Retailing Consum. Serv.,2021

5. Market diffusion with two-sided learning;Bergemann;Rand J. Econ.,1997

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