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The Promotional Effects of Live Streams by Twitch Influencers.

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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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  Data: The Promotional Effects of Live Streams by Twitch Influencers.
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  Data: <searchLink fieldCode="AR" term="%22Huang%2C+Yufeng%22">Huang, Yufeng</searchLink><relatesTo>1</relatesTo> (AUTHOR)<i> yufeng.huang@simon.rochester.edu</i><br /><searchLink fieldCode="AR" term="%22Morozov%2C+Ilya%22">Morozov, Ilya</searchLink><relatesTo>2</relatesTo> (AUTHOR)<i> ilya.morozov@kellogg.northwestern.edu</i>
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  Data: <searchLink fieldCode="JN" term="%22Marketing+Science+%28INFORMS%29%22">Marketing Science (INFORMS)</searchLink>. Jul/Aug2025, Vol. 44 Issue 4, p916-932. 17p.
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        Value: 10.1287/mksc.2022.0400
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        Text: English
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      – TitleFull: The Promotional Effects of Live Streams by Twitch Influencers.
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              Text: Jul/Aug2025
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