Mukbang Influencers: Online eating becomes a new marketing strategy : A case study of small sized firms in China’s food industry
Mukbang is a Korean word for ‘eating livestream’. As an emerging sub-genre of internet influencers, Mukbang influencers has become the marketing tool for some firms recently. In this paper, we will conduct a case study of small sized e-commerce firms in China’s food industry. We explore firms’ persp...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
| Published: |
Uppsala universitet, Företagsekonomiska institutionen
2019
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-388293 |