Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024)

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Interaction and Correlation: The Logic and Path of Brand Marketing Empowered by Online Live Broadcasting –Taking Hamburg Tustin as an Example

Authors
Yanying Chen1, *
1Guangdong-Hongkong-Macao Greater Bay Area College of Intelligent Cold-Chain Industries, Guangzhou College of Technology and Business, 510850, Guangzhou, Guangdong, China
*Corresponding author. Email: chenyanying1@gzgs.edu.cn
Corresponding Author
Yanying Chen
Available Online 23 July 2024.
DOI
10.2991/978-94-6463-459-4_8How to use a DOI?
Keywords
Online Live Streaming; Interactive Marketing; Tastien; 4c Theory
Abstract

The rapid development of the Internet era and the impact of COVID-19 have seriously affected the traditional marketing model, but new marketing models have also emerged. As a new marketing method, live streaming with new media provides consumers with more choices and more convenient shopping experiences. Based on the development status of the new media live streaming sales industry and the current marketing model of the new media live streaming sales industry, this article uses process tracking methods in case studies to organize and analyze relevant literature. Taking the live sale of goods by Tastien Tiktok in Hamburg China as an example, this paper focuses on the 4C theory to study how Tastien quickly became popular through interactive marketing in Tiktok. This study analyzes the interactivity and limitations of online live streaming, in order to explore how enterprises can effectively utilize online live streaming for interactive marketing and empower brand marketing.

Copyright
© 2024 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 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
23 July 2024
ISBN
978-94-6463-459-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-459-4_8How to use a DOI?
Copyright
© 2024 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  - Yanying Chen
PY  - 2024
DA  - 2024/07/23
TI  - Interaction and Correlation: The Logic and Path of Brand Marketing Empowered by Online Live Broadcasting –Taking Hamburg Tustin as an Example
BT  - Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024)
PB  - Atlantis Press
SP  - 61
EP  - 68
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-459-4_8
DO  - 10.2991/978-94-6463-459-4_8
ID  - Chen2024
ER  -