Consumer Scene Interactive Social Emotional Marketing: The Triple Dimension of Webcasting with Goods

DOI

10.2991/assehr.k.220105.223How to use a DOI?

Keywords

Webcasting with Goods; Consumer Scene Interactive Social Emotional Marketing

Abstract

With the development of livestreaming technology and the livestreaming industry, network anchors are no longer limited to obtaining income through livestreaming interaction with fans and receiving virtual gifts, but develop into livestreaming with hosts. Affected by the COVID-19 epidemic, live streaming has become an important way to drive sales growth. Traditional mainstream media and county-level local media have also joined the army of live streaming, realizing double harvest of social and economic benefits and becoming a new attempt of media integration development. Therefore, this article attempts from the construction of consumption scenarios, the formation of the interactive relationships and emotional experience three aspects to analyze the live webcast with the characteristics of the cargo, anchor created by users gathered in online shopping scene, recommended products in all forms, and based on the established connection and interaction with users of social relations, Promote users to be interested in the products recommended by anchors and generate consumption behaviors.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Wang Xia
AU  - Kaderya Arken
PY  - 2022
DA  - 2022/01/17
TI  - Consumer Scene Interactive Social Emotional Marketing: The Triple Dimension of Webcasting with Goods
BT  - Proceedings of the 2021 International Conference on Social Development and Media Communication (SDMC 2021)
PB  - Atlantis Press
SP  - 1213
EP  - 1216
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220105.223
DO  - 10.2991/assehr.k.220105.223
ID  - Xia2022
ER  -