Essays about: "Xiaorui Hu"

Found 1 essay containing the words Xiaorui Hu.

  1. 1. Gender performance in livestream shopping - An empirical study of the most popular male host for beauty product in China

    University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

    Author : Zhaoze Wang; Xiaorui Hu; [2021]
    Keywords : marketing; consumer; livestream shopping; gender performance;

    Abstract : This thesis explores how a successful male beauty host and his viewers perform gender roles in the Chinese livestream shopping. Although a vast scope of research has approached different gender-related topics in marketing and consumer research, livestream shopping has remained unexplored. READ MORE