Live Streaming and Live Shopping in China and the US: -- Take Apple as Example

Zezhong Chen; Yuxin Liu

doi:10.54097/qpfevs80

Authors

Zezhong Chen
Yuxin Liu

DOI:

https://doi.org/10.54097/qpfevs80

Keywords:

Live Streaming; Livestream Shopping; Apple; Marketing Strategy.

Abstract

With the advancement of time, the popularity of live streaming throughout the world has triggered a lot of attention from people across the globe. This paper uses a literature review, data analysis, and other methods. In this paper, the adoption of live-streaming strategies by multinational companies in China and the United States is examined using Apple as an example. It is a reference for the adoption of live streaming strategies for similar companies and the development of multinational enterprises.

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