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Web Celebrity Economy under the Background of E-commerce Live Streaming with Goods Marketing Model

In: Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)

Author

Listed:
  • Xin Liu

    (Fujian Normal University, Academy of music)

  • Kexin Zhang

    (Dulwich International High School)

Abstract

Under the background of the gradual development of the web celebrity economy, the mode of live streaming with goods provides great convenience for people’s lives. Both businesses and consumers make profits in the e-commerce industry. In recent years, live streaming on the TikTok platform has achieved a high trading volume and become a high-profit marketing means. This convenient and fast online marketing has promoted the development of new situations and trends in major industries. Online shopping is now dominant, and the prospects for e-commerce and live-streaming will remain very optimistic in the next few years, as different periods of users will have different shopping preferences. But behind these high profits are product quality problems, consumers’ inability to safeguard their rights and interests, and excessive deification emerging while driving rapid economic growth. The rise of the Internet celebrity economy is so fast that the model of commodity live streaming is not fully mature, and the problem still needs to be solved. This paper uses literature exploration and data survey methods to discuss several directions of commodity e-commerce live broadcast mode in TikTok. From the basic development of commodity live broadcast, the characteristics of the mode and the analysis of representative cases, the problems to be solved are proposed, and the corresponding suggestions are put forward for these problems.

Suggested Citation

  • Xin Liu & Kexin Zhang, 2023. "Web Celebrity Economy under the Background of E-commerce Live Streaming with Goods Marketing Model," Advances in Economics, Business and Management Research, in: Hrushikesh Mallick & Gaikar Vilas B. & Ong Tze San (ed.), Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022), pages 2127-2136, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-098-5_239
    DOI: 10.2991/978-94-6463-098-5_239
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