Abstract
Live-streaming sales have become one of the most popular marketing methods, attracting the participation of both major brands and internet celebrities. As this strategy has become more mainstream, its problems have also been laid bare. By analyzing the characteristics, issues and solutions of this medium, this paper aims to create a positive environment for live-streaming sales and provide greater consumer protection. Secondarily, this paper intends to provide practical advice for entrepreneurs interested in engaging in the live-streaming sales industry.
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