E-Commerce Influencers in China: Dual-Route Model on Likes, Shares, and Sales
Abstract
This study investigates behavioral routes deployed by e-commerce influencers in product promotion in China. By analyzing videos posted on Douyin (China’s version of TikTok), it posits that the stature of the influencer and the reception of the content are the drivers of audience likes, shares, and sales. Further, how influencers strategically title their videos (product focus, engagement) and how the audience responds through live comments...
Paper Details
Title
E-Commerce Influencers in China: Dual-Route Model on Likes, Shares, and Sales
Published Date
Nov 17, 2021
Journal
Volume
51
Issue
4
Pages
486 - 501
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