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

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  • 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)
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    JEL classification:

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

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