Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)

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Web Celebrity Economy under the Background of E-commerce Live Streaming with Goods Marketing Model

Take Tiktok as an example

Authors
Xin Liu1, *, Kexin Zhang2
1Academy of music, Fujian Normal University, Fuzhou, 350000, China
2Dulwich International High School, Zhuhai, 519000, China
*Corresponding author.
Corresponding Author
Xin Liu
Available Online 27 December 2022.
DOI
10.2991/978-94-6463-098-5_239How to use a DOI?
Keywords
Online celebrity economy; Live with goods; Situation analysis; Consumer rights and interests
Abstract

Under the background of the gradual development of the web celebrity economy, the mode of live streaming with goods provides great convenience for people’s lives. Both businesses and consumers make profits in the e-commerce industry. In recent years, live streaming on the TikTok platform has achieved a high trading volume and become a high-profit marketing means. This convenient and fast online marketing has promoted the development of new situations and trends in major industries. Online shopping is now dominant, and the prospects for e-commerce and live-streaming will remain very optimistic in the next few years, as different periods of users will have different shopping preferences. But behind these high profits are product quality problems, consumers’ inability to safeguard their rights and interests, and excessive deification emerging while driving rapid economic growth. The rise of the Internet celebrity economy is so fast that the model of commodity live streaming is not fully mature, and the problem still needs to be solved. This paper uses literature exploration and data survey methods to discuss several directions of commodity e-commerce live broadcast mode in TikTok. From the basic development of commodity live broadcast, the characteristics of the mode and the analysis of representative cases, the problems to be solved are proposed, and the corresponding suggestions are put forward for these problems.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
27 December 2022
ISBN
10.2991/978-94-6463-098-5_239
ISSN
2352-5428
DOI
10.2991/978-94-6463-098-5_239How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Xin Liu
AU  - Kexin Zhang
PY  - 2022
DA  - 2022/12/27
TI  - Web Celebrity Economy under the Background of E-commerce Live Streaming with Goods Marketing Model
BT  - Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
PB  - Atlantis Press
SP  - 2127
EP  - 2136
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-098-5_239
DO  - 10.2991/978-94-6463-098-5_239
ID  - Liu2022
ER  -