Knowledge mapping of live-streaming marketing research based on the perspectives of "people-product-scenario": a visual analysis using VOSviewer and CiteSpace

Key Points

• The visual analysis uncovers significant trends in live-streaming marketing, facilitating understanding of consumer behavior.
• Key metrics include various interconnections among the aspects of people, products, and scenarios.
• This study employs knowledge mapping and visual analysis techniques from tools like VOSviewer and CiteSpace.
• The findings may enable marketers to optimize strategies in a rapidly evolving digital space.