The impact of multiple versus single streamers on the audience retention rate in live streaming E-commerce on TikTok

Electronic Commerce Research 2026

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Authors: Zecheng Fan, Sha Zhang, Yonggui Wang, Wei Liu
DOI: 10.1007/s10660-025-10085-1
Cited by: 2
References: 52

Fields of Study & Subjects

Digital Marketing and Social Media Technology Adoption and User Behaviour Consumer Market Behavior and Pricing

Publication details

Journal / source
Electronic Commerce Research
Publisher
Springer Science and Business Media LLC
Publication date
22 January 2026
Language
EN