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【With the same tag:【直播】 Found 5 articles】 /Page Order by: Asce Desc

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MARKETING | F270

Consumption Organizing: A Study on the Mechanisms of Community Influencers Integrating Brands and Users

Wu Yao, Long Yu, Hu Linrui, et al

Organizing theory has largely been confined to explaining action mechanisms on the supply side. This paper extends that perspective to the demand side by examining the organizing mechanism...

First published at: Oct 20, 2026

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doi:10.16538/j.cnki.fem.20260530.301

Foreign Economics & Management, Vol. 48, Issue 10, pp. 100 - 128

| F49；F270

Para-social Interaction in Live Streaming Economy: Evidence from Douyu Platform

Zeng Xueyun, Fei Yiyang

Live streaming is a new type of the Internet economy, which has become a significant driving force for China’s economic development. As an emerging economic form with extensive commercial...

First published at: Dec 03, 2023

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doi:10.16538/j.cnki.jfe.20230517.104

Journal of Finance and Economics, Vol. 49, Issue 12, pp. 136 - 148,165

MARKETING | F270

Can Internet Celebrity Live Streaming E-Commerce Bring Loyal Consumers? Evidence from a Cosmetics Brand

Zou Yufeng, Lu Xianghua, Li Fengyao

In recent years, the development of live streaming e-commerce is in full swing, especially the Internet celebrity live streaming e-commerce has repeatedly created sales miracles. However, ...

First published at: May 20, 2023

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doi:10.16538/j.cnki.fem.20221102.301

Foreign Economics & Management, Vol. 45, Issue 05, pp. 134 - 152

MARKETING | F270

Being Personally on the Scene: A Research on the Behavior Willingness Mechanism of Webcasting Users

Zhang Jieqiong, Han Shenghao, Gao Weihe

Under the impact of the epidemic prevention extra-long holiday after the outbreak of the COVID-19 epidemic, the era of “national live broadcast” is coming. Webcast has become a...

First published at: Nov 20, 2022

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doi:10.16538/j.cnki.fem.20220409.201

Foreign Economics & Management, Vol. 44, Issue 11, pp. 49 - 62

| F270

Research on the Influence Mechanism of Communication Style Similarity on Purchase Intention in Live Streaming Marketing

Wu Na, Ning Changhui, Gong Xiaoxiao

With the increase of e-commerce traffic cost, live streaming marketing has become a popular marketing mode, which mainly achieves the sales target through the online real-time interaction ...

First published at: Aug 01, 2020

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doi:10.16538/j.cnki.fem.20200511.301

Foreign Economics & Management, Vol. 42, Issue 08, pp. 81 - 95

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