Year: 2024
Type: article
Abstract: In the context of rapid economic development, live banding is rapidly emerging as an emerging e-commerce model, but intensified competition in the industry, upgraded consumer demand and tightened regulatory policies have caused influencers to face many challenges. This paper analyses the current situation and problems of influencer live banding, pointing out the phenomena of false propaganda and uneven service quality. To cope with these problems, it is suggested to strengthen the education of regulations and improve the quality of influencers. Looking ahead, influencers should continue to learn, focus on personal branding, and innovate live content to achieve sustainable development. Promoting the standardization and professionalization of the industry will help meet the growing demand of consumers and create new development opportunities for the live streaming bandwagon industry. This article aims to provide reference and guidance for practitioners and promote the healthy and sustainable development of the industry.
DOI: 10.54097/8pkmd653
Authors: Shaofeng Lyu, Rosidah Musa, Xuehui Ding
Institution: City University Malaysia
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4403359043