Mukbang Live Streaming Commerce and Green Agri-Food Products Consumption: Exploring the New Dynamics of Consumer Purchasing Decisions

Mukbang Live Streaming Commerce and Green Agri-Food Products Consumption: Exploring the New Dynamics of Consumer Purchasing Decisions

China’s live streaming boom has led to mukbang live streaming as a unique food marketing tool. Hosts interact with viewers by tasting and showcasing diverse cuisines in real time. This form of mukbang live streaming has recently been utilized to promote and sell green agri-food products. However, in...

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Bibliographic Details
Main Authors: Xinqiang Chen, Jiangjie Chen, Zhiwen Cai
Format: Article
Language:English
Published: MDPI AG 2024-10-01
Series:Agriculture
Subjects:
mukbang
live streaming
green agri-food marketing
green agri-food consumption
perceived value
purchase intention
Online Access:https://www.mdpi.com/2077-0472/14/11/1862
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