Purpose The aim of this study was to conduct a systematic literature review (SLR) on vlog
marketing. The focus was to analyse the major themes in this field and provide insights for …

The development and spread of the internet and social media technologies across China
have provided people with alternative pathways for achieving celebrity status and wealth …

Since 2018, toubu vloggers–a term that refers to the vloggers who earn the majority of traffic
and attention through vlogging their daily lives on Chinese social media–remain a limited …

El artículo presenta una revisión sistemática de la literatura sobre la femvertising, esto es, la
tendencia publicitaria que busca empoderar a la mujer y desafía a los estereotipos de …

The multifold increase in influencer marketing has sparked debates about the mechanism of
influencer marketing on social media. Although the research on influencer marketing is …

Purpose Given the extensive evidence of femvertising's positive effects in Western cultures,
this paper aims to investigate how femvertising may influence customers' perceptions and …

This article investigates three commercials for Libresse sanitary napkins that aired in China
in the transnational brand's marketing to counter menstrual taboos. Employing feminist …

Vlogging culture has experienced rapid growth in China since 2018. Central to this
expansion, social media platforms have played a dominant role in popularising vlogging …

With the rapid development of mobile Internet, short video has become another darling after
traditional webcast in recent years. How to make full use of short video for effective …

This study investigates how Chinese female wanghongs on Douyin self-frame their image
and identity, and how interactions between wanghongs and their followers co-frame the …