Sökning: "livestream shopping"

Hittade 1 uppsats innehållade orden livestream shopping.

  1. 1. Gender performance in livestream shopping - An empirical study of the most popular male host for beauty product in China

    D-uppsats, Handelshögskolan i Stockholm/Institutionen för företagande och ledning

    Författare :Zhaoze Wang; Xiaorui Hu; [2021]
    Nyckelord :marketing; consumer; livestream shopping; gender performance;

    Sammanfattning : This thesis explores how a successful male beauty host and his viewers perform gender roles in the Chinese livestream shopping. Although a vast scope of research has approached different gender-related topics in marketing and consumer research, livestream shopping has remained unexplored. LÄS MER