Abstract
Guided by the field theory and social capital theory, this paper takes the special and representative actor of East Buy live streaming as the main research object, and reveals the operation mechanism of the four types of social capital in the field of agricultural products live streaming, such as organization, information, trust and regulatory, which stimulate the effect of distinctions of tastes, replacement of Social Circle, brand emotion and Win-Win Practice, and provides reference for the operation management and development of agricultural products live streaming, and helps the concrete practical action of “Rural Revitalization” strategy in China.
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