Keywords
Rural revitalization
Marketing strategy
Live-streaming e-commerce
Live-streaming marketing
Published : 2026-08-14
Abstract
Based on Chinese and international databases, this study analyzes 962 Chinese and 156 international papers (2016–2026) on agricultural product live-streaming marketing via CiteSpace. The study reveals fast-growing research shifting from sales models to scenarios, streamers, consumers, supply chains, and digital empowerment. Multidimensional frameworks exist yet lack sufficient empirical support and interdisciplinary research.
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