Purpose There are two major strategies for short video advertising which are KOL (key
opinion leader) endorsement and in-feed advertising. The authors aim to research the …

Today, live streaming selling has grown and pioneered sales opportunities for luxury
brands. Through a lens of influencer marketing and source credibility theory, this study …

This article provides a systematic review on interpersonal relations and social actions on live
streaming services as, for instance, Twitch, Chaturbate, YouNow, or Taobao Live. Are those …

Short-form video sharing mobile applications like TikTok (Douyin) have been gaining
traction globally in recent years. These video sharing platforms have transformed how users …

China has witnessed rapid growth in its e-commerce markets and livestreaming
communities in recent years. The commercialization of livestreaming has led to the rise of e …

User participation has long been recognized as a cornerstone of thriving online
communities. Social live-streaming service (SLSS) communities are built on a subscription …

Microstreamers broadcast their video game play and commentary to small audiences on
YouTube and Twitch. To draw a holistic picture of their motivations, this study conducted …

This research aims to create a framework for ethnic minority groups (EMG) in building visual
and aural short video content on social media platforms (SMPs). As the concept of …

This paper draws on the Cultural attractor theory and Cultural immersion theory to explore
the relationship between cultural content produced by ethnic minority groups (EMGs) and …

The consumption of streaming content on social networks has increased among young
audiences, especially since the COVID-19 pandemic began, promoting the emergence of …