Uncovering the Causal Asymmetry of Streamer Discourse in Rural Promotional Livestreaming via LDA and fsQCA

Authors

• Feiran Liang, School of Business Administration, Nanjing University of Finance and Economics, Nanjing 210046, China
• Xiang Shu, School of Business Administration, Nanjing University of Finance and Economics, Nanjing 210046, China
• Jing Yang, School of Business Administration, Nanjing University of Finance and Economics, Nanjing 210046, China
• Yujie Yu, Nanjing University of Finance and Economics Hongshan College, Nanjing 211300, ChinaFollow
• Xiaoting Wu, School of Business Administration, Nanjing University of Finance and Economics, Nanjing 210046, China
• Lizhen Yu, School of Business Administration, Nanjing University of Finance and Economics, Nanjing 210046, China
• Kun Lin, Nanjing University of Finance and Economics Hongshan College, Nanjing 211300, China
• Huiru Li, School of Business Administration, Nanjing University of Finance and Economics, Nanjing 210046, China

Recommended Citation

Liang, Feiran; Shu, Xiang; Yang, Jing; Yu, Yujie; Wu, Xiaoting; Yu, Lizhen; Lin, Kun; and Li, Huiru, "Uncovering the Causal Asymmetry of Streamer Discourse in Rural Promotional Livestreaming via LDA and fsQCA" (2026). WHICEB 2026 Proceedings. 59.
https://aisel.aisnet.org/whiceb2026/59