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- W4317936171 abstract "Livestreaming is an emergent promotional form that is being embraced by the major global e-commerce platforms, such as Taobao (China), Trendyol (Turkey), and Amazon (USA). Promotional livestreaming grew out of gaming, where gamers livestream their gameplay and interact with their fans. Livestreaming is also shaped by previous forms of advertainment, including televised home shopping, infomercials, and influencer culture. Livestreamers leverage the power of personality, parasocial relationships, interactivity, as well as liveness itself to attract followers and sell products. Drawing on livestreaming on the major platforms in China, Turkey, and the United States, this chapter shows how livestreaming hybridizes tried and true practices from previous promotional forms, while also showing how platform logics have shaped this form of cultural production in distinctive ways." @default.
- W4317936171 created "2023-01-25" @default.
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- W4317936171 date "2023-01-25" @default.
- W4317936171 modified "2023-09-25" @default.
- W4317936171 title "E-commerce Goes Social" @default.
- W4317936171 doi "https://doi.org/10.4324/9781003124870-35" @default.
- W4317936171 hasPublicationYear "2023" @default.
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