We study the impacts of social influence on the stakeholders in the live-streaming market by considering a one-to-two channel in which a common manufacturer sells products via two heterogeneous influencers who may compete for sales. In such a market, consumer purchase decisions depend not only...

Quality uncertainty based on advance selling triggers risk aversion and risk fairness concerns by transaction parties, which have a great influence on their behaviours. From the perspective of social preference, risk fairness concerns refer to the disutility derived by a risk-averse party who...

This study investigates an influencer's product selection strategies for a credence product from two heterogeneous manufacturers who claim that their product has both basic and additional features (premium product). The brand manufacturer’s (BM) commission rate is low, but there are no false...