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- Tác giả: Đào Duy Mạnh
- Thông tin XB: Trường Đại học Ngoại thương, 2024
- Mô tả vật lý: 128 p.
- Tóm tắt: The COVID-19 pandemic drastically shifted global retail towards e-commerce, with livestreaming becoming a key method for engaging consumers. TikTok Shop, launched in Vietnam in April 2022, quickly integrated livestreaming into its platform, appealing significantly to Generation Z. This demographic shift highlights the potential of livestreaming in transforming e-commerce. This study investigates the impact of livestreaming on Gen Z's purchasing behavior in Vietnam, focusing on TikTok Shop as a case ...
- Từ khóa: Livestreaming; Generation Z; TikTok Shop; E-commerce
- Chế độ xem
- 84
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