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A Study on the China Wang Hong PR Activities of Personal Broadcasting in the Single Media Age

  • Journal of Communication Design
  • Abbr : JCD
  • 2019, 66(), pp.21-34
  • DOI : 10.25111/jcd.2019.66.02
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : December 8, 2018
  • Accepted : January 27, 2019

Xu, Qian-qian 1 Kim Mi-hyun 2

1중앙대학교 패션학과 박사과정
2중앙대학교 패션디자인전공 부교수

Accredited

ABSTRACT

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.

Citation status

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