Unraveling the Discursive Mechanisms of Live-Streaming Hosts and Corporate Image Construction in Cross-Border E-Commerce

Gongnan Feng ()
Additional contact information
Gongnan Feng: Jilin University of Finance and Economics, Jilin Province, 130117, Changchun, China Author-2-Name: Aixuan Chu Author-2-Workplace-Name: Jilin International Studies University, Jilin Province, 130117, Changchun, China Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:

GATR Journals from Global Academy of Training and Research (GATR) Enterprise

Abstract: " Objective - This study examines the discursive mechanisms employed by live-streaming hosts in cross-border e-commerce and their impact on corporate image construction. Methodology/Technique - Through qualitative analysis of platforms like TikTok Shop, SHEIN Live, and AliExpress, we identify three dominant discursive strategies: functional (product specifications), emotional (storytelling), and urgency-driven (scarcity tactics). Findings - Findings reveal that hosts act as cultural intermediaries, adapting language and nonverbal cues to align with regional preferences—collectivist appeals in Southeast Asia versus individualistic framing in Western markets. Novelty - The study highlights how hybrid discourse (e.g., blending education with entertainment) enhances brand trust and offers actionable insights for optimizing host training and platform-specific engagement strategies in global e-commerce. Type of Paper - Empirical"

Keywords: live-stream e-commerce; discursive strategies; corporate image construction; cross-border marketing; host-audience interaction (search for similar items in EconPapers)
JEL-codes: A13 (search for similar items in EconPapers)
Pages: 7
Date: 2025-12-31
References: Add references at CitEc
Citations:

Published in Accounting and Finance Review, Volume 10, Issue 3

Downloads: (external link)
https://gatrenterprise.com/GATRJournals/AFR/pdf_fi ... 1.Gongnan%20Feng.pdf (application/pdf)
http://gatrenterprise.com/GATRJournals/online_submission.html

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gtr:gatrjs:afr243

DOI: 10.35609/afr.2025.10.3(1)

Access Statistics for this paper

More papers in GATR Journals from Global Academy of Training and Research (GATR) Enterprise
Bibliographic data for series maintained by Prof. Dr. Abd Rahim Mohamad ().