Livestreaming content: strategic approach that enhance engagement and traction among Xiao Hong Shu consumers in Malaysia
Using the Uses and Gratifications Theory (UGT), this study examines the factors driving consumer engagement and traction in livestreaming among Malaysian Xiao Hong Shu users. The study looks at six important factors that includes authenticity of conversation, platform selection, enjoyment, pass time...
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| Format: | Final Year Project / Dissertation / Thesis |
| Published: |
2024
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| Online Access: | http://eprints.utar.edu.my/6707/1/2105572_Adeline_Kong_Qing_Qing_ADELINE_KONG_QING_QI.pdf http://eprints.utar.edu.my/6707/ |
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