How will individual streaming platforms disrupt the entertainment and retail industries? Insights from Mukbang phenomenon

Purpose – Mukbang is a live-streaming format where hosts, often referred to as broadcast jockeys (BJs) or streamers, eat copious amounts of food while engaging with their audience through commentary and reactions. This unique cultural phenomenon has sparked curiosity and diverse reactions globally....

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Bibliographic Details

Published in:	Digital Transformation and Society
Main Author:	Ho-Chang Chae
Format:	Article
Language:	English
Published:	Emerald Publishing 2025-05-01
Subjects:	Mukbang(Muk-bang) Broadcast jockeys (BJs) Individual broadcasting platforms Long tail theory Parasocial relationships Social identity theory
Online Access:	https://www.emerald.com/insight/content/doi/10.1108/DTS-07-2024-0117/full/pdf