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Selling Insight through Live Commerce in China

Date of publication: September 29, 2023

Catalogue: Congress 2023

Authors: Yingying Gu, Jennifer Liu

Abstract:

Livestreaming e-commerce in China reached 171 billion in value in 2020. The most popular live commerce shows are the ones where hosts open up about who they really are, show how they live their lives and share their honest opinions and feelings towards a certain topic and/or product?just like a very engaging and entertaining real-life ethnography.

Yingying Gu

Author

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Jennifer Liu

Author

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