Scene Construction and Role Substitution: A study on the influencing factors of the marketing of influencers’ knowledge and goods books from the perspective of empathic communication

Abstract

With the continuous development of media integration, platform live streaming with goods has become a shopping trend, and book marketing live streaming has also emerged. In the post-epidemic era, the economy is gradually recovering and people’s pace of life is gradually accelerating. The paper takes this as the background and adopts questionnaire survey and interview method as the main research methods, supplemented by the latest case of “Oriental Selection” knowledge anchor Dong Yuhui IP and “Scene construction and role substitution” under “empathic communication” to conduct a detailed study on “users’ book purchase intention”. Through research, we find that the reason why “users’ willingness to buy books” is strong is that the knowledge-based anchor, in the field created by “discourse is power”, greatly stimulates users’ empathy and resonance, and promotes the vitality and vitality of paper books under the impact and challenge of electronic publishing.