Mukbang Live Streaming Commerce and Green Agri-Food Products Consumption: Exploring the New Dynamics of Consumer Purchasing Decisions
China’s live streaming boom has led to mukbang live streaming as a unique food marketing tool. Hosts interact with viewers by tasting and showcasing diverse cuisines in real time. This form of mukbang live streaming has recently been utilized to promote and sell green agri-food products. However, in...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2024-10-01
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| Series: | Agriculture |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2077-0472/14/11/1862 |
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