Thư viện Đại học Ngoại thương Tp. HCM

Herd behavior in Vietnam stock market during the COVID-19 pandemic: The role of lockdown and medical support policies

Thông tin XB: Trường Đại học Ngoại thương, 2024

Mô tả vật lý: 79 p.

Tóm tắt: The COVID-19 pandemic significantly altered global retail landscapes, propelling e-commerce to the forefront, with livestreaming becoming a key engagement tool. Platforms like TikTok Shop, launched in Vietnam in April 2022, have rapidly integrated livestreaming, especially appealing to Generation Z. This study explores the impact of livestreaming on the purchasing behavior of Gen Z in Vietnam, focusing on TikTok Shop. The research aims to offer insights into optimizing livestream strategies for businesses ...

Từ khóa: Livestreaming; Generation Z; TikTok Shop; E-commerce

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- Thân thiện
- Dublin core
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