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The Promotional Effects of Live Streams by Twitch Influencers.

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Bibliographic Details
Title: The Promotional Effects of Live Streams by Twitch Influencers.
Authors: Huang, Yufeng1 (AUTHOR) yufeng.huang@simon.rochester.edu, Morozov, Ilya2 (AUTHOR) ilya.morozov@kellogg.northwestern.edu
Source: Marketing Science (INFORMS). Jul/Aug2025, Vol. 44 Issue 4, p916-932. 17p.
Database: Business Source Ultimate
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ISSN:07322399
DOI:10.1287/mksc.2022.0400