Offense and defense between streamers and customers in live commerce marketing: Protection motivation and information overload

• Junwei Cao,

  Roles Conceptualization, Formal analysis, Methodology, Writing – original draft

  Affiliation School of Business, Yangzhou University, Yangzhou, China

  https://orcid.org/0000-0002-7809-679X

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• Lingling Zhong,

  Roles Data curation, Formal analysis, Writing – original draft, Writing – review & editing

  Affiliation School of Business, Yangzhou University, Yangzhou, China

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• Dong Liu ,

  Roles Conceptualization, Project administration, Writing – review & editing

  * E-mail: bruceliu@yu.ac.kr

  Affiliation School of Business, Yangzhou University, Yangzhou, China

  https://orcid.org/0000-0003-2902-8536

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• Guihua Zhang,

  Roles Formal analysis, Investigation, Methodology, Writing – review & editing

  Affiliation School of Business, Xinyang Normal University, Xinyang, China

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• Meng Shang

  Roles Funding acquisition, Supervision, Writing – review & editing

  Affiliation School of Flight, Anyang Institute of Technology, Anyang, China

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