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As the use of live-stream marketing by corporations to sell products is increasing, the sustainability of this marketing model has been a controversial topic in recent years. In this study, we propose that live-stream marketing can be used as a sustainable strategy to improve the relationship between customers and the companies endorsed by broadcasters. Based on signal theory and the framework of "affordance--psychological outcome--consumer behavior", this study answers the question from thedoi:10.3390/su12093783 fatcat:5leiopsrxzgebbrorml72cswga