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Mukbang Influencers: Online eating becomes a new marketing strategy: A case study of small sized firms in China’s food industry
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2019 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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. We explore firms’ perspectives towards the emerging Mukbang phenomenon, aiming to find out which factors influence the adoption of Mukbang influencer marketing by small firms. Our research results illustrate that the main point of concern for companies is the lack of information about financial data such as the average return on investment, and also the lack of information on consumer preferences and consumer analysis. Opportunity, potential benefits, uncertainty, resources available and the characteristics of the firms (or to be more specific, the management team) are important factors that influence small firms’ marketing decisions to use or not internet influencer marketing.

Place, publisher, year, edition, pages
2019. , p. 42
Keywords [en]
Web 3.0, Influencer marketing, Digital marketing, Mukbang, Parasocial relationship, Influencer endorsement, Online eating
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-388293OAI: oai:DiVA.org:uu-388293DiVA, id: diva2:1332196
Subject / course
Business Studies
Educational program
Master Programme in Entrepreneurship
Examiners
Available from: 2019-06-28 Created: 2019-06-27 Last updated: 2019-06-28Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
  • html
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