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International Journal of Business Management and Economics and Trade, 2023, 4(1); doi: 10.38007/IJBMET.2023.040101.

Influence of Symbolism on Consumer Behavior in Livestreaming

Author(s)

Xiangyi Li

Corresponding Author:
Xiangyi Li
Affiliation(s)

Tsinghua University, Beijing 100084, China

Abstract

With the improvement of living standards, people’s consumption needs have changed greatly (Servidio, 2015). When shopping, they no longer only pay attention to the attributes of the product, such as function and quality, but turn to pursue the symbolic value behind (Prónay & Hetesi, 2016). As a bridge between commodity and its representative meaning, symbolism is widely used to increase sales in the field of consumption. One of the most popular industries in the consumption field at the moment, livestreaming marketing, makes extensive utilization of symbolism as an invisible sales tool. For example, Li Jiaqi labels lipsticks with the symbol of ideal young women images (zhannan, guifu, princess, queen, etc.), which attracts a great many female customers. A question arises here: how does symbolism affect consumer behavior in livestreaming marketing?

Keywords

Live Broadcast, Consumer Behavior, Symbol

Cite This Paper

Xiangyi Li. Influence of Symbolism on Consumer Behavior in Livestreaming. International Journal of Business Management and Economics and Trade (2023), Vol. 4, Issue 1: 1-7. https://doi.org/10.38007/IJBMET.2023.040101.

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