Ritual Carnivals: A Study on the Population Effect of Live Streaming Marketing during the Double 11 Shopping Carnival Exemplified by the live streaming of Li Jiaqi
DOI:
https://doi.org/10.54691/bcpssh.v18i.1133Keywords:
Group Psychology, Rituals, Live Streaming MarketingAbstract
As a product of the combination of traditional sales and the Internet economy, live streaming is in a period of rapid development, but large-scale consumption alienation easily occur in live streaming. By comprehensively doing the literature research and integrating theory with practice, this thesis takes the consumers in the live streaming during the Double 11 shopping carnival as the research object, and explores the catalysis of carnival ceremony on population emotion and the action mechanism of group psychology in live streaming, in the combination of the psychological law of mental unity of crowds put forward by Le Bon. From the perspectives of consumers, anchors, and platforms, this thesis comes up with some prevention and control measures for group consumption alienation induced by live streaming.
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