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The Power of Star Creators: Evidence from the Live Streaming Industry.

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Bibliographic Details
Title: The Power of Star Creators: Evidence from the Live Streaming Industry.
Authors: Qian, Kun (AUTHOR) kunqian@isenberg.umass.edu, Xie, Ying (AUTHOR)
Source: Journal of Marketing Research (JMR). Feb2026, Vol. 63 Issue 1, p149-166. 18p.
Database: Business Source Ultimate
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ISSN:00222437
DOI:10.1177/00222437251359163