In Livestreaming, More Isn’t Always Better: The Influencer Mix Paradox
Xian Gu, Xiaoxi Zhang, Aashni Patel, and P. K. Kannan examine why and how mixing mega- and micro-influencers in livestream commerce can backfire, illustrating how managers can avoid this danger and design influencer strategies that balance reach, trust, and profitability.
Authors
- Xiaoxi Zhang (ORCID: https://orcid.org/0000-0003-0751-2773)
- Xian Gu (ORCID: https://orcid.org/0000-0002-7657-3353)
- P. K. Kannan
- Aashni Patel
Institutions
- Tianjin University (CN)
- Indiana University (US)
- University of Maryland, College Park (US)
Publication Details
- Journal
- Management and business review.
- Published
- 2026-08-28
- DOI
- https://doi.org/10.1177/2694104x261479052
- Primary Topic
- Digital Marketing and Social Media
- Type
- article
- Field-Weighted Citation Impact
- 0.00