Strategic Interaction Between Brands and KOLs in Live-Streaming E-Commerce: An Evolutionary Game Analysis Using Prospect Theory
This study adopts an evolutionary game theory framework and focuses on the strategic interaction between brands and KOLs. It examines how the two parties interact under conditions of uncertainty and risk, especially when the KOLs’ contract fulfillment capability is low, and how they adjust strategie...
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| Main Authors: | , , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2025-07-01
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| Series: | Systems |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2079-8954/13/7/528 |
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