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Institutional distance and foreign firms’ live streaming use in the host market

Author

Listed:
  • J. Jason Lu Jin A
  • X. Xiaopeng Lai
  • M. Dong Meitong
  • L. Wang

    (Audencia Business School)

  • Y. Yaqin Zheng

Abstract

While online transactions through live streaming are rising rapidly for international exchanges, we understand little about why foreign firms vary in their use of live streaming on the digital platform when operating in host markets. Drawing on institutional theory, our study investigates how institutional distance affects foreign firms' live streaming use as a digital operation strategy in the host market. Using a unique longitudinal dataset consisting of 3,158 product-month observations from a Chinese digital platform, our findings reveal that while legal distance has a positive effect on live streaming use, digital distance has a negative impact. Moreover, firm age and platform experience significantly moderate the roles of institutional distance. These findings provide novel insights into platform-based operation strategies in international markets.

Suggested Citation

  • J. Jason Lu Jin A & X. Xiaopeng Lai & M. Dong Meitong & L. Wang & Y. Yaqin Zheng, 2026. "Institutional distance and foreign firms’ live streaming use in the host market," Post-Print hal-05460935, HAL.
    • Handle: RePEc:hal:journl:hal-05460935
    DOI: 10.1016/j.jwb.2025.101696
    Note: View the original document on HAL open archive server: https://hal.science/hal-05460935v1
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