Essays about: "Mengyu Yang"

Found 1 essay containing the words Mengyu Yang.

  1. 1. Mukbang Influencers: Online eating becomes a new marketing strategy : A case study of small sized firms in China’s food industry

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Greta Babenskaite; Mengyu Yang; [2019]
    Keywords : Web 3.0; Influencer marketing; Digital marketing; Mukbang; Parasocial relationship; Influencer endorsement; Online eating;

    Abstract : 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. READ MORE