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[Emerald] Alignment matters: how the fit between product set granularity and streamer communication style reduces uncertainty and drives sales

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This post will be closed automatically in 2026-09-18 11:58
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journal：Asia Pacific Journal of Marketing and Logistics

Authors：Xiaoxiao Gong; Jinhong Wang; Chuanhui Wu; Yang Zhang

Published date：--

DOI：10.1108/apjml-01-2026-0175

PDF link：https://www.emerald.com/apjml/ar ... -01-2026-0175en.pdf

Article link：https://doi.org/10.1108/apjml-01-2026-0175

Article Source：Emerald。


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