Interaction and Correlation: The Logic and Path of Brand Marketing Empowered by Online Live Broadcasting –Taking Hamburg Tustin as an Example

Yanying Chen ()
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Yanying Chen: Guangzhou College of Technology and Business, Guangdong-Hongkong-Macao Greater Bay Area College of Intelligent Cold-Chain Industries

A chapter in Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024), 2024, pp 61-68 from Springer

Abstract: Abstract The rapid development of the Internet era and the impact of COVID-19 have seriously affected the traditional marketing model, but new marketing models have also emerged. As a new marketing method, live streaming with new media provides consumers with more choices and more convenient shopping experiences. Based on the development status of the new media live streaming sales industry and the current marketing model of the new media live streaming sales industry, this article uses process tracking methods in case studies to organize and analyze relevant literature. Taking the live sale of goods by Tastien Tiktok in Hamburg China as an example, this paper focuses on the 4C theory to study how Tastien quickly became popular through interactive marketing in Tiktok. This study analyzes the interactivity and limitations of online live streaming, in order to explore how enterprises can effectively utilize online live streaming for interactive marketing and empower brand marketing.

Keywords: Online Live Streaming; Interactive Marketing; Tastien; 4c Theory (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-459-4_8

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