“People as Products”: Analyzing Interactive Entertainment Live Streaming Marketing Model — A Case Study of Douyin Streamer Kong
Year: 2025
Type: article
Abstract: In recent years, the interactive entertainment live streaming industry has experienced explosive growth, with reward-based streaming becoming a significant part of it. On platforms like Douyin, it shows strong integration of social and commercial functions. This streaming not only attracts viewers through highly interactive content, but platforms also generate revenue through tipping, ads, and product sales. This streaming not only meets users’ emotional needs but also creates new forms of content consumption and interaction, accelerating the fusion of social entertainment and business operations. This paper, from the perspective of “people as product,” focuses on the virtual voice streamer Kong and applies STP theory and SWOT analysis to examine his marketing logic, consumer behavior, and optimization paths. The study finds that Kong builds strong user stickiness through emotional connection, character design, and voice companionship, with a business model highly dependent on emotional engagement and community interaction. The study further suggests that future optimization should maintain the stability of the streamer’s persona while strengthening user segmentation and emotional value management to achieve long-term user retention and content monetization.
Author: Xizhi Li
Institution: Sun Yat-sen University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4415166377
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