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Volume 8,Issue 8

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14 August 2026
A Bibliometric Review of Research Hotspots and Trends in Live-Streaming Marketing
Ni Zhang ,  Haoxuan Su ,  Xinyu Zhao
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1 School of Economics and Management, Tianjin Agricultural University, Tianjin 300382, China,
2 School of Economics and Management, Tianjin Agricultural University, Tianjin 300382, China,
3 School of Economics and Management, Tianjin Agricultural University, Tianjin 300382, China,
ssr 2026 , 8(7), 446–456; https://doi.org/10.26689/ssr.v8i7.15802
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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.

References
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