Work

In Livestreaming, More Isn’t Always Better: The Influencer Mix Paradox

Year: 2026

Type: article

Source: Management and business review.

DOI: 10.1177/2694104x261479052

Authors: Xian Gu, Xiaoxi Zhang, Aashni Patel, P. K. Kannan

Institutions: Indiana University, Tianjin University, University of Maryland, College Park

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W7204551170

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Cites: 2

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