IDEAS home Printed from https://ideas.repec.org/p/gtr/gatrjs/afr243.html

Unraveling the Discursive Mechanisms of Live-Streaming Hosts and Corporate Image Construction in Cross-Border E-Commerce

Author

Listed:
  • Gongnan Feng

    (Jilin University of Finance and Economics, Jilin Province, 130117, Changchun, China Author-2-Name: Aixuan Chu Author-2-Workplace-Name: Jilin International Studies University, Jilin Province, 130117, Changchun, China Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

" Objective - This study examines the discursive mechanisms employed by live-streaming hosts in cross-border e-commerce and their impact on corporate image construction. Methodology/Technique - Through qualitative analysis of platforms like TikTok Shop, SHEIN Live, and AliExpress, we identify three dominant discursive strategies: functional (product specifications), emotional (storytelling), and urgency-driven (scarcity tactics). Findings - Findings reveal that hosts act as cultural intermediaries, adapting language and nonverbal cues to align with regional preferences—collectivist appeals in Southeast Asia versus individualistic framing in Western markets. Novelty - The study highlights how hybrid discourse (e.g., blending education with entertainment) enhances brand trust and offers actionable insights for optimizing host training and platform-specific engagement strategies in global e-commerce. Type of Paper - Empirical"

Suggested Citation

  • Gongnan Feng, 2025. "Unraveling the Discursive Mechanisms of Live-Streaming Hosts and Corporate Image Construction in Cross-Border E-Commerce," GATR Journals afr243, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:afr243
    DOI: https://doi.org/10.35609/afr.2025.10.3(1)
    as

    Download full text from publisher

    File URL: https://gatrenterprise.com/GATRJournals/AFR/pdf_files/AFR-Vol-10(3)/1.Gongnan%20Feng.pdf
    Download Restriction: http://gatrenterprise.com/GATRJournals/online_submission.html
    File URL: https://libkey.io/https://doi.org/10.35609/afr.2025.10.3(1)?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Yang, Xiao & Liu, Ying & Dong, Jichang & Li, Sirui, 2023. "Impact of streamers’ characteristics on sales performance of search and experience products: Evidence from Douyin," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    2. Hanyang Luo & Sijia Cheng & Wanhua Zhou & Sumin Yu & Xudong Lin, 2021. "A Study on the Impact of Linguistic Persuasive Styles on the Sales Volume of Live Streaming Products in Social E-Commerce Environment," Mathematics, MDPI, vol. 9(13), pages 1-21, July.
    3. Xiao, Quan & Wan, Shanshan & Zhang, Xing & Siponen, Mikko & Qu, Lu & Li, Xia, 2022. "How consumers’ perceptions differ towards the design features of mobile live streaming shopping platform: A mixed-method investigation of respondents from Taobao Live," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Zhang, Yanfen & Xu, Qi & Zhang, Guoqing, 2023. "Optimal contracts with moral hazard and adverse selection in a live streaming commerce market," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    2. Zhang, Kai & Luo, Biao & Yan, Juanjuan & Weng, Xiuzhen, 2025. "The art and impact of narrative: How streamer narrative styles shape consumers’ purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    3. Zhang, Cong & Pan, Siyu & Zhao, Yanhui, 2024. "More is not always better: Examining the drivers of livestream sales from an information overload perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    4. Liao, Miyan & Fang, Jiaming & Han, Lintong & Wen, Ling & Zheng, Qiqi & Xia, Guoen, 2023. "Boosting eCommerce sales with livestreaming in B2B marketplace: A perspective on live streamers’ competencies," Journal of Business Research, Elsevier, vol. 167(C).
    5. Li, Nianlin & Xuan, Changchun & Chen, Rui, 2024. "Different roles of two kinds of digital coexistence: The impact of social presence on consumers' purchase intention in the live streaming shopping context," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    6. Luo, Lijuan & Xu, Meiling & Wan, Fei, 2026. "Is sadness always bad? The effects of streamers’ multimodal expressions on viewer engagement in live streaming," Journal of Retailing and Consumer Services, Elsevier, vol. 89(PA).
    7. Ma, Xiangyang & Ren, Jiawen & Khor, Xianghui & Wang, Ruina & Li, Tieshan & Lang, Xiaoping, 2025. "Influencing mechanisms of live streamer's language strategies on product sales," Journal of Retailing and Consumer Services, Elsevier, vol. 85(C).
    8. Ma, Xiangyang & Chen, Hongzhong & Lang, Xiaoping & Li, Tieshan & Wu, Niwei & Duong, Bao, 2024. "Research on the impact of streamers’ linguistic emotional valence on live streaming performance in live streaming shopping environments," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    9. Bo Lu & Guoxin Li & Jiaoju Ge, 2025. "Effects of streamer effort and popularity on livestream retailing performance: a mixed-method study," Electronic Commerce Research, Springer, vol. 25(4), pages 2553-2583, August.
    10. Luo, Xi & Cheah, Jun-Hwa & Hollebeek, Linda D. & Lim, Xin-Jean, 2024. "Boosting customers’ impulsive buying tendency in live-streaming commerce: The role of customer engagement and deal proneness," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    11. Li, Baoku & Nan, Yafeng & Yao, Ruoxi, 2024. "The inverted U-shaped relationship between information entropy of keyword combinations and sales of digital products: Evidence from China Tmall," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    12. Yuexian Zhang & XueYing Wang & Xin Zhao, 2025. "Supervising or assisting? The influence of virtual anchor driven by AI–human collaboration on customer engagement in live streaming e-commerce," Electronic Commerce Research, Springer, vol. 25(4), pages 3047-3070, August.
    13. Wang, Xiao-Wu & Guo, Yihao, 2026. "Beyond the screen: Understanding consumer engagement with live-stream shopping from the perspective of the information system success model," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    14. Lei Yang & Cong Zheng & Caixia Hao, 2024. "Optimal platform sales mode in live streaming commerce supply chains," Electronic Commerce Research, Springer, vol. 24(2), pages 1017-1070, June.
    15. Wang, Ying & Lan, Jiahui & Pan, Jialing & Fang, Lin, 2024. "How do consumers’ attitudes differ across their basic characteristics toward live-streaming commerce of green agricultural products: A preliminary exploration based on correspondence analysis, logistic regression and decision tree," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    16. Meng Tao & Faizan Alam & Eva Lahuerta-Otero & Chen Mengyuan, 2024. "Get Ready to Buy With Me: The Effect of Social Presence Interaction and Social Commerce Intention on S-commerce Live Streaming," SAGE Open, , vol. 14(1), pages 21582440241, March.
    17. Fan, Xiaojun & Zhang, Lu & Guo, Xin & Zhao, Wenyu, 2024. "The impact of live-streaming interactivity on live-streaming sales mode based on game-theoretic analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    18. Sirui Li & Ying Liu & Jing Su & Litao Duan & Hui Fu, 2024. "Men resist men: streamer-consumer gender match for advertising the functional benefits of heterogeneously priced utilitarian products," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 11(1), pages 1-13, December.
    19. Yang, Yang & Zhao, Jichang & Li, Yashuai, 2025. "More than enough is too much: Curvilinear relationship between anchor body movements and sales in live streaming e-commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    20. Song, Shijie & Yao, Xinlin & Zhao, Yuxiang Chris & Ba, Zhichao, 2024. "Get inspired and pay for the goods: An investigation of customer inspiration and purchase intention in livestream shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    JEL classification:

    • A13 - General Economics and Teaching - - General Economics - - - Relation of Economics to Social Values

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gtr:gatrjs:afr243. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Prof. Dr. Abd Rahim Mohamad (email available below). General contact details of provider: http://gatrenterprise.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.