Live Broadcast Research Articles

Marketing Status Analysis and Countermeasure Research of “Douyin Short Video Live Broadcast with Goods” to Help Farmers

Marketing Status Analysis and Countermeasure Research of “Douyin Short Video Live Broadcast with Goods” to Help Farmers

Research on the Distribution of Responsibilities in Live Broadcast Tipping Disputes—Expanded from the User’s External Perspective

Research on the Distribution of Responsibilities in Live Broadcast Tipping Disputes—Expanded from the User’s External Perspective

论网络直播带货中虚假宣传的法律规制

论网络直播带货中虚假宣传的法律规制

ОСОБЛИВОСТІ CУБКУЛЬТУРИ УЛЬТРАС В УКРАЇНІ

Football is the most popular sport on the European continent, giving rise to a mass culture encompassing various elements such as live broadcasts of football matches, the production of football-themed films, the publication of books, and the sale and popularization of club symbols. Additionally, local fan traditions and supporter fan groups contribute to the rich cultural tapestry surrounding football. Few cultural activities attract as many people as football and within the realm of fan movements, ultras stand out as the most widespread and influential fan group globally. This makes them an essential group for analysis and research into their impact. On the European continent, football fan movements have long been marked by the distinction between two models: the «English-style» hooliganism and the ultras movement originating in Italy. These two trends have served as a precursor to the local development of fan movements in other European countries and the rest of the world. Today, ultras represent the dominant football fan movement in Germany, Poland, Greece, southern France, and the Balkans. In Spain, Turkey, and Eastern and Central Europe, fans have adopted some aspects of the ultras style (Doidge et al., 2020, p. 4). Based on this, one might think of European football fan movements as predominantly following the «Italian» variant, except the United Kingdom. However, in reality, such movements in each country have regional peculiarities shaped by cultural, economic, political, and historical conditions. The football fan movement in Ukraine is relatively young and needs more research in the academic world, characterized by a lack of scholarly works. This article aims to provide an overview of the critical aspects of forming the football fan movement and ultras in Ukraine, shedding light on the features of this group’s subculture.

Using social media to promote products and help alleviate poverty - Taking Yanchang County in Shaanxi Province as an example

China has adopted many poverty alleviation policies in the past decade and has achieved some results. This study takes Yanchang County, Shaanxi Province, as an example to provide reference suggestions for poor areas on how to use social media to promote products. This study combines the local characteristics of Yanchang County and recommends that the local government strengthen the promotion and popularization of social media, strengthen infrastructure construction, create courses to teach how to use electronic products, and actively seek cooperation with high-traffic Internet celebrities and live broadcast rooms to increase product awareness. Finally, it is necessary to actively interact with customers on social media, publish content, pay attention to customer feedback, and modify and improve products and services in a timely manner. It is hoped that other poor areas can improve economic conditions for local people through this study and combine local characteristics.

Discourse Practices and Identity Remodeling of Hosts on Live Streaming Platforms under the Background of Informatization

Abstract In the age of informationization, webcasting has gradually become an essential form of media. On the live broadcasting platform, hosts transmit information through discourse practice and continuously reshape their identities, a phenomenon of great significance in both academic and practical fields. Qualitative and quantitative methods analyze the host’s discourse characteristics and identity construction process. It is found that the moderator’s discourse patterns are mainly affectionate, humorous, simple and commonplace, and the role of discourse practice in the construction of identity is revealed through Foucault’s discourse theory and the SMCR communication model. The empirical analysis shows that the hosts’ discourse themes in beauty and fashion account for up to 20% of the total, and enhance the communication effect through multimodal discourse (visual and auditory). The study also found that hosts reshape their identities through live discourse, such as transforming traditional TV anchors into online KOLs, to portray a pro-people and professional image. Hosts realize effective identity reshaping on live broadcast platforms through discourse practice, profoundly impacting emerging marketing models such as live bandwagon.

Research and Analysis of Legal Issues of False Propaganda in E-Commerce Live Broadcasts

Research and Analysis of Legal Issues of False Propaganda in E-Commerce Live Broadcasts

On the Disputes and Resolution Paths between Online Anchors and Live Broadcast Platforms—A Case Study of the Contract Dispute between Sun and Xinding Media Company

On the Disputes and Resolution Paths between Online Anchors and Live Broadcast Platforms—A Case Study of the Contract Dispute between Sun and Xinding Media Company

The Effect of Tiktok Live Streaming on Consumer Purchase Intention and Gift Giving Intention on Slinkywhite Collagen Drink Products

E-commerce live streaming is a form of business model that sells goods or services directly to consumers through live broadcasts on e-commerce platforms or social media. This study aims to examine the effect of e-commerce live streaming in the Tiktok application on purchase intention and consumer gift giving on Slinkywhite collagen drink products. This study uses a quantitative method by distributing questionnaires with a sample size of 91 people. The analysis method used is Partial Least Square (PLS). Based on the research results, telepresence, guidance shopping, and metavoicing variables have a positive effect on purchase intention and gift giving intention mediated by swift guanxi, while flow variables have no effect on purchase intention and gift giving intention.

INFLUENCE OF BROADCASTING OF SPORTS EVENTS ON THE DEVELOPMENT OF TELEVISION INDUSTRY

The industry of sports has become one of the most profitable global industries and live broadcasting of sports events has proved to be the most wanted TV programme. There was a time of linear TV emissions, when the contents used to be available exclusively on TV sets, for free, live and only on official national emitter programmes, while nowadays these contents are followed by the viewers via all available platforms and devices, quite frequently for certain additional fee. Sport broadcasting has become globally available at any moment and at any place, both live and delayed, and licence rights are the mighty instrument in the media game. The development of technology and overall media industry is directly linked to the development of the industry of sports through technological advances regarding content placement, the development of new business models and marketing placement. Due to possible budget limitations, exorbitant prices of licence rights concerning the broadcasting of international sports events and the legislation not protecting our national interest in terms of the contents available free of charge to all the citizens, public media services are rather often likely to lose in this race to specialised sports channels whose baseline business models are founded on none other than live broadcast. The research will be conducted using the methods of induction, deduction, analysis and synthesis, as well as the comparative method.

인플루언서 요인이 소비가치와 구매의도에 미치는 영향

In social network services (SNS), people who influence others or induce change are called influencers. influencer has a lot of fans and influence on social media for its knowledge or excellent appearance, which is a specialty in certain fields such as fashion, beauty, sports, and games. Influencer shares daily life and interacts with fans through content such as writings, photos, and videos, and has a great influence on the field of live commerce as well as social media. SPSS 23.0 and SmartPLS 4.0 were used for hypothesis testing. The results of the study are summarized as follows. First, attractiveness had a significant effect on hedonic and practical values. Second, reliability had a significant effect on hedonic and practical values. Third, expertise had a significant effect on pleasure value, but did not have a significant effect on practical value. Fourth, interactivity had a significant effect on hedonic and practical values. Fifth, Pleasant value and practical value had a significant effect on purchase intention. Through this study, a systematic study on the influencer of live commerce broadcasting is needed. It is necessary to establish and implement a strategy to secure a competitive advantage in influencer and establish a systematic management plan.

Euronews as a Tool for the Formation of Europe’s Image

The ongoing political and economic transformations affect the image of Europe: the economic crisis, Brexit, the migration crisis, the Russian-Ukrainian war and other events are a challenge to the image of Europe. Euronews, being Europe’s leading TV channel, is used as a tool to shape Europe’s image by demonstrating European democracy, unity, identity and values. This article presents interpretations of the term ‘regional image’, analyzes the regional image of Europe, the role of the media and, in particular, of Euronews in shaping the regional image, and also presents the results of a content analysis of the channel’s live broadcasts and publications of the official Euronews website. The study clearly demonstrates how Euronews uses the techniques of repetition, exclusion, framing, agenda setting, and the context of the Russian-Ukrainian war to shape the image of Europe in line with the main goals of the EU. This article proposes the features of creating content for the regional image of Europe for the news television broadcast Euronews, scientifically argued from the perspective of communication theory, and examines the features of preparing journalistic material for broadcast.

The marketing strategy of enterprises for China's sinking market under the trend of live e-commerce

Guided by the data reported by China's e-commerce industry, this paper analyzes the size of the e-commerce market in recent years. Through the data of overall gmv, traffic conversion rate, user reach rate and other data, it is concluded that in addition to the leading e-commerce enterprises, there are a large number of small and medium-sized enterprises in the Chinese market, but very few of them can try and apply the way of live e-commerce for marketing. At present, there are Taobao represented by shelf e-commerce and Tiktok represented by content e-commerce in China. Currently, brands still regard shelf e-commerce as a long-term business position and invest marketing and advertising in content e-commerce to reach more user circles. Obviously live e-commerce is one of the most mature and effective forms of Internet marketing. It is especially conducive to the exposure of small and medium-sized brands. However, there is no doubt that successful live e-commerce can greatly expand the sales market and sales channels, and output a large amount of product information and enhance popularity in a short time. Therefore, how to make use of e-commerce live broadcasting, a new media publicity method emerging in the current society, has become the top priority. In this work, Through the analysis of the current social Internet marketing trend oriented by live streaming e-commerce, the analysis of the user groups in the sinking market, and the use of qualitative research methods, the marketing strategy of enterprises to adapt to the development of the sinking market is obtained.

From TikTok Hongxing Erke Live Marketing to See How Live Culture Shaped Consumer Groups

In recent years, with the development of mobile Internet, mobile live broadcasting platforms, social media and short video platforms have emerged one after another, and the "live +" model with live broadcasting as the core has gradually become a new trend in the development of the industry. This new advertising communication mode not only brings the change of traffic aggregation, content production and communication mode, but also subverts the traditional advertising communication mode to a certain extent. Therefore, the analysis of live broadcasting culture is extremely important for us to study the new media marketing theory in the information age. TikTok live broadcasting platform is an important part of domestic live broadcasting culture. Starting from TikTok live broadcasting will better help the author to study this issue. Therefore, this paper takes Hongxing Erke, a brand that has created new marketing methods on TikTok live streaming platform, as an example, analyzes the reasons for the rise of live streaming culture and the impact of live streaming culture on advertising communication effect, discusses the advantages and existing problems of live advertising communication mode, and puts forward countermeasures. It provides reference for the development of live advertising in the information age to promote the improvement of new media marketing theory.

The Impact of Webcasting on Adolescents Impulse Consumption Behavior

With the rapid development of technology and the Internet, many social platforms have developed at a rapid pace, and online live streaming has become an important channel for the circulation of goods. This article investigates the purchasing behavior of young users in webcasting. Teenagers shopping is restricted by some factors, such as money because they do not achieve financial freedom. This article mainly focuses on peoples purchase motivation and the influence of anchors. This paper first analyzes the development of network live broadcast, and then analyzes the reasons for teenagers to consume through network live broadcast platform and the impact on their consumption view from different angles. Questionnaires and sample analyses were used to illustrate the results of the analysis based on self-experience. The data obtained shows that online live streaming has great consumption guidance. When the anchor describes the product as extraordinary, many people will abandon their needs and blindly buy non-essential goods. This is somewhat harmful.

Commodification of the Elderly in TikTok Live Streaming (TikTok Account Case Study @intan_komalasari92)

TikTok is a social media platform that facilitates live broadcasts that benefit from monetary rewards for content creators. This study aims to analyze the exploitation of older adults in TikTok live streaming, using phenomenological methods with a qualitative descriptive approach. The results show older adults to be talents who beg online in TikTok live streaming content. Driving factors include a desire for attention and income, supported by accessible internet and social media access that broadens the narrative. Social media provides an excellent opportunity for online beggars to attract netizens' attention through sensations and complaining activities due to boredom on social media. The empathy of netizens is the driver of viral online begging content by utilizing the saweran feature. The negative impacts include violating legal norms, undermining human values, and creating unhealthy economic and financial dependence on online begging practices through TikTok live streaming

Live TikTok Library: Promosi On-Fleek untuk Pengalaman yang Semakin Seru

In the ever-evolving digital era, libraries increasingly face the challenge of remaining relevant and connected to a fast-moving society. To expand reach and increase engagement, libraries are now involving themselves in social media platforms, and one of them is TikTok. Libraries' use of the live TikTok feature is a progressive step in presenting information, promoting collections, and building communities in cyberspace. Live TikTok provides a dynamic platform for librarians to communicate in real-time with patrons. How can this development improve the library's On-Fleek Promotion concept in interacting with today's digital society? The research method used is qualitative with an observational approach. Data was collected through direct observation of library live broadcasts on TikTok, including interactions between librarians and users, the type of content presented, and user responses. Analysis is carried out by detailing the findings that emerge from these interactions. The research results show that TikTok's live feature provides an interactive platform for libraries to communicate directly with followers. Observations reveal that live TikTok is effective in building user engagement, especially through comments, likes, and virtual gifts. Librarians can actively respond to questions, provide book recommendations, and explain library services. By combining qualitative and observational research methods, this study provides an in-depth understanding of the dynamics of interactions in the library's live TikTok environment. The implications of these findings provide guidance for libraries in designing more effective content strategies and enriching user experiences on these social media platforms.

UPAYA PENGUSAHA MUDA MERAIH KEBERHASILAN BERWIRAUSAHA DALAM BISNIS JAS FORMAL “PROPAGET” MELALUI USAHA E-COMMERSE

The movement of technological advancements, especially in social media, is very tied to today's life. Social media has very helpful uses in various aspects of life, one of which is in the field of entrepreneurship. From this, it is necessary to understand how important the use of social media is to the chances of success of a business. The research method used is the descriptive method. In addition, in obtaining data using interview techniques with Propaget business owners as the subject studied. The research findings found that efforts to achieve the success of Propaget's business in its management, where Propaget's business has 2 admins and 2 employees for promotion on social media by displaying video content and doing live broadcasts on social media such as Shopee and tik-tok shop as a marketing strategy. Currently, the production of suits, pants and vests, robes, ordinary cocoa, and children's cocoa can reach 200 pcs a day. Thus, Propaget's formal suit business can achieve success in making profits in entrepreneurship through social media.

Implementasi Algoritma Naïve Bayes Dalam Menganalisis Jumlah Live Stream VTuber Skem

YouTube is evidence of the development of leading digital technology in the media and entertainment sector. YouTuber is a term for those who create content or broadcast live on YouTube media. Not all YouTubers are able to express themselves directly in the content they create. For this reason, Virtual YouTubers were created, which are 2-dimensional or 3-dimensional virtual characters created using computer software to make it easier for YouTubers to interact with viewers. This research aims to analyze the live broadcasts of VTuber HoloH3ro, namely Kaela Kovalskia, Vestia Zeta, and Kobo Kanaeru, which contain schemes during the live streaming. With a large amount of data for each live stream time, a Naïve Bayes algorithm is needed through the use of range and frequency features, so accuracy results will be obtained which will be tested using the Confusion Matrix. The dataset used was taken from the kaggle.com site regarding the scheme live stream schedule conducted by HoloH3ro.

Joint optimization of task scheduling and computing resource allocation for VR video services in 5G‐advanced networks

AbstractWith the development of 5G networks and related hardware equipment, the demand for various VR video services including panoramic video live broadcast and immersive game is increasing day by day. Due to the explosive growth of data volume and the trend toward lightweight VR equipment, traditional local computing architecture faces problems of insufficient computing power and high cost. As an emerging computing paradigm, the remote computing architecture of cloud‐edge collaboration frees users from cumbersome local restrictions. However, edge computing resources are often limited, and the remote cloud has inconsistent network latency. Therefore, how to adaptively schedule and allocate computing resources is the key to determining VR service quality. Based on an in‐depth analysis of the characteristics of VR video services and network environments, this article first builds a cloud‐edge‐network coorperation computing and transmission architecture for VR video services. This architecture can adaptively offload concurrent computing tasks and allocate computing power to them in VR scenes based on network conditions provided by the 5G‐Advanced networks via network information exposure interface. This paper proposes a general optimization problem to maximize user experience. And a single‐slot delay optimization model was constructed. Combining convex optimization theory and deep learning algorithms, this paper designs a task scheduling and computing power allocation strategy based on deep reinforcement learning. The policy gradually learns optimal task scheduling and resource allocation decisions to maximize delay‐related rewards in the long run. This article further introduces the graph neural network under the attention mechanism to solve the problem of changes in the number of concurrent tasks. Finally, through Cloudsim simulation, this article verifies the superiority of task scheduling and computing power allocation strategies based on deep reinforcement learning compared to other common strategies in terms of resource utilization, client latency, scalability and decision time.