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@article{ART002434557},
author={Xu, Qian-qian and Kim Mi-hyun},
title={A Study on the China Wang Hong PR Activities of Personal Broadcasting in the Single Media Age},
journal={Journal of Communication Design},
issn={1976-1562},
year={2019},
volume={66},
pages={21-34},
doi={10.25111/jcd.2019.66.02}

TY - JOUR
AU - Xu, Qian-qian
AU - Kim Mi-hyun
TI - A Study on the China Wang Hong PR Activities of Personal Broadcasting in the Single Media Age
JO - Journal of Communication Design
PY - 2019
VL - 66
IS - null
PB - CDAK Society of Communication Design
SP - 21
EP - 34
SN - 1976-1562
AB - This thesis is about the PR (public relations) activities of Chinese online celebrities in the we-media era, which aim to sell commodities through SNS live streaming. Research contents of this study are as follows: first, the actual situation of individual online live show in China as well as the efficiency of PR activity in the we-media era with a theoretical investigation of the SNS live streaming. Second, the features of the PR activity cases that online celebrities advertise merchandise in personal live streaming which have been carried out through investigation and analysis. Next, the characteristics of the advertisements in personal live streaming from the concept of the PR activity. This thesis has reached several conclusions: first, as SNS superstars together with models of the products, these online celebrities broadcast information to customers to impulse purchasing; they can be regarded as economic media with PR activities. Second, the PR activities of online celebrities are competitive because of its affluent contents, including product presentation, experience sharing, post production and advertisement of the product and management of the fans. Next, Internet celebrity economy has already become a hot topic in Chinese PR activity field as it has been pushed be numerous factors such as the development of the platform technology, changes in the consuming phycology and the trend of the industry.
KW - Single Media Era;China;A Private Broadcast;Wang Hong;PR Activities
DO - 10.25111/jcd.2019.66.02
ER -

Xu, Qian-qian and Kim Mi-hyun. (2019). A Study on the China Wang Hong PR Activities of Personal Broadcasting in the Single Media Age. Journal of Communication Design, 66, 21-34.

Xu, Qian-qian and Kim Mi-hyun. 2019, "A Study on the China Wang Hong PR Activities of Personal Broadcasting in the Single Media Age", Journal of Communication Design, vol.66, pp.21-34. Available from: doi:10.25111/jcd.2019.66.02

Xu, Qian-qian, Kim Mi-hyun "A Study on the China Wang Hong PR Activities of Personal Broadcasting in the Single Media Age" Journal of Communication Design 66 pp.21-34 (2019) : 21.

Xu, Qian-qian, Kim Mi-hyun. A Study on the China Wang Hong PR Activities of Personal Broadcasting in the Single Media Age. 2019; 66 21-34. Available from: doi:10.25111/jcd.2019.66.02

Xu, Qian-qian and Kim Mi-hyun. "A Study on the China Wang Hong PR Activities of Personal Broadcasting in the Single Media Age" Journal of Communication Design 66(2019) : 21-34.doi: 10.25111/jcd.2019.66.02

Xu, Qian-qian; Kim Mi-hyun. A Study on the China Wang Hong PR Activities of Personal Broadcasting in the Single Media Age. Journal of Communication Design, 66, 21-34. doi: 10.25111/jcd.2019.66.02

Xu, Qian-qian; Kim Mi-hyun. A Study on the China Wang Hong PR Activities of Personal Broadcasting in the Single Media Age. Journal of Communication Design. 2019; 66 21-34. doi: 10.25111/jcd.2019.66.02

Xu, Qian-qian, Kim Mi-hyun. A Study on the China Wang Hong PR Activities of Personal Broadcasting in the Single Media Age. 2019; 66 21-34. Available from: doi:10.25111/jcd.2019.66.02

Xu, Qian-qian and Kim Mi-hyun. "A Study on the China Wang Hong PR Activities of Personal Broadcasting in the Single Media Age" Journal of Communication Design 66(2019) : 21-34.doi: 10.25111/jcd.2019.66.02