Pub Date : 2024-07-23DOI: 10.11114/ijsss.v12i4.7066
Qiyan Zhu, Jiexin Su
With the popularity and improvement of short video platforms, short video e-commerce live streaming (ELS) has emerged as a prevalent trend for promoting produce. Despite the widespread adoption of short video platforms and ELS, there remains a notable gap regarding the content of short video ELS, with many researches mainly emphasizing the path of ELS general development. Therefore, this study aims to optimize agricultural short-video ELS content, by identifying factors contributing to purchase intention and leveraging the advantages of short-video platforms. This study employs questionnaires, interviews, and the stability coefficient method to explore pathways for innovating agricultural ELS content. The results show that ELS scenes and anchor identity significantly affect purchase intention. Furthermore, an assessment of the hierarchical order of content elements has been established. Additionally, the interview findings indicate the significance of recognizing synergies between the benefits inherent in short video platforms and the content of agricultural ELS. This study can serve as a reference for ELS content optimization and have implications for agricultural ELS influence improvement.
随着短视频平台的普及和完善，短视频电商直播（ELS）已成为推广农产品的流行趋势。尽管短视频平台和 ELS 已被广泛采用，但在短视频 ELS 的内容方面仍存在明显不足，许多研究主要强调 ELS 的一般发展路径。因此，本研究旨在通过识别影响购买意向的因素和利用短视频平台的优势，优化农业短视频 ELS 内容。本研究采用问卷调查、访谈和稳定系数法等方法探索农业 ELS 内容的创新路径。结果显示，ELS 场景和主播身份对购买意向有显著影响。此外，还对内容元素的层次顺序进行了评估。此外，访谈结果表明，认识到短视频平台的内在优势与农业 ELS 内容之间的协同作用具有重要意义。本研究可为 ELS 内容优化提供参考，并对提高农业 ELS 的影响力具有借鉴意义。
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Pub Date : 2024-07-23DOI: 10.11114/ijsss.v12i4.6934
Chenxiao Li, Kun Yu
Anyang is rich in diverse cultural heritage, including the famous Yin Ruins, oracle bone script, Shang Dynasty culture, and divination beliefs. These heritages are core carriers of cultural transmission and important academic research areas. This study analyzes the adaptability of Anyang's cultural heritage amidst modern social changes, focusing on its integration with local economic development strategies. By activating the tourism market and image industry, it promotes economic growth and cultural transmission. The study also explores the digitization of literature and new media tools in modernizing educational content. Through visual media, Anyang's cultural heritage overcomes geographical barriers, connecting with a global audience. Visual narratives present Anyang's history and cultural stories, offering new paths for global recognition. Films, micro-dramas, online media, and other visual art forms transform Anyang's cultural narratives into symbols easily understood worldwide. The study encourages more film and television creators to explore Henan and Anyang, discovering the value of historical and cultural resources and landscapes through high-quality works.
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Pub Date : 2024-07-23DOI: 10.11114/ijsss.v12i4.7065
Cuiping Wen, Jiawen Ye
In today’s era of traffic, the powerful monetization ability of meme marketing has attracted growing attention from brands. However, there is still limited research on domestic brand meme marketing in academic circles. Therefore, aiming to study domestic meme marketing strategies from a macro perspective, an interview was conducted to collect current meme marketing strategies of domestic brands, and a questionnaire was then released to evaluate the application effect of these strategies. The results show that domestic brands have used Internet memes in marketing with the help of artificial intelligence, explored to establish a brand virtual image, and adopted the two-way communication model of User Generated Content (UGC). Nonetheless, current meme marketing strategies have not shown a significant effect on improving consumers’ willingness to learn about brands and purchase their products or services. This paper provides improved meme marketing strategies that further arouse the transformable consumption potential of consumers and effectively consolidate the maintenance and expansion of brand communication.
{"title":"A Study on Meme Marketing Strategies of Domestic Brands and Optimization Suggestions","authors":"Cuiping Wen, Jiawen Ye","doi":"10.11114/ijsss.v12i4.7065","DOIUrl":"https://doi.org/10.11114/ijsss.v12i4.7065","url":null,"abstract":"In today’s era of traffic, the powerful monetization ability of meme marketing has attracted growing attention from brands. However, there is still limited research on domestic brand meme marketing in academic circles. Therefore, aiming to study domestic meme marketing strategies from a macro perspective, an interview was conducted to collect current meme marketing strategies of domestic brands, and a questionnaire was then released to evaluate the application effect of these strategies. The results show that domestic brands have used Internet memes in marketing with the help of artificial intelligence, explored to establish a brand virtual image, and adopted the two-way communication model of User Generated Content (UGC). Nonetheless, current meme marketing strategies have not shown a significant effect on improving consumers’ willingness to learn about brands and purchase their products or services. This paper provides improved meme marketing strategies that further arouse the transformable consumption potential of consumers and effectively consolidate the maintenance and expansion of brand communication.","PeriodicalId":508114,"journal":{"name":"International Journal of Social Science Studies","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-07-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141812076","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-06-05DOI: 10.11114/ijsss.v12i3.6953
Lanouar Ben Hafsa
Forced or voluntary migration worldwide and the quest for a safer and better life has not always resulted from armed conflicts or any form of political, ethnic, or religious persecution. Natural disasters have often enticed waves of deprived people across sovereign national borders. The present study investigates the plight of Syrian refugees in the aftermath of the 2011 upheavals which shook the Arab World, not as much because it poses unprecedented humanitarian and political challenges, but principally because it laid bare the double standard policy pursued by certain Western governments scapegoating Arab/Muslim stocks as a lingering menace to their security. To reconfigure the boundaries of decent debate and break down taboos over such a controversial issue, the paper raises a number of questions with regard to the essence of humanitarian work and how, over the past few decades, it has been politicized by ruthless politicians and unscrupulous technocrats to determine the resettlement of displaced masses or the allocation of funds to international relief organizations based on national, religious, and even racial standards. It takes the United States as a case in point to show how, despite being the largest donor of humanitarian assistance to Syrian refugees, it has resettled only a tiny fraction of such a group compared to poorer contiguous states. The paper posits, finally, to contribute survey-based argument to available literature which, to some degree, has not sufficiently explored the hypothetical connection between refugee flows and transnational terrorism to demonstrate, ultimately, that not every Arab/Muslim refugee is a terrorist-in-waiting.
{"title":"The Plight of Syrian Refugees in the United States: Between Indifference and Dehumanization","authors":"Lanouar Ben Hafsa","doi":"10.11114/ijsss.v12i3.6953","DOIUrl":"https://doi.org/10.11114/ijsss.v12i3.6953","url":null,"abstract":"Forced or voluntary migration worldwide and the quest for a safer and better life has not always resulted from armed conflicts or any form of political, ethnic, or religious persecution. Natural disasters have often enticed waves of deprived people across sovereign national borders. The present study investigates the plight of Syrian refugees in the aftermath of the 2011 upheavals which shook the Arab World, not as much because it poses unprecedented humanitarian and political challenges, but principally because it laid bare the double standard policy pursued by certain Western governments scapegoating Arab/Muslim stocks as a lingering menace to their security. To reconfigure the boundaries of decent debate and break down taboos over such a controversial issue, the paper raises a number of questions with regard to the essence of humanitarian work and how, over the past few decades, it has been politicized by ruthless politicians and unscrupulous technocrats to determine the resettlement of displaced masses or the allocation of funds to international relief organizations based on national, religious, and even racial standards. It takes the United States as a case in point to show how, despite being the largest donor of humanitarian assistance to Syrian refugees, it has resettled only a tiny fraction of such a group compared to poorer contiguous states. The paper posits, finally, to contribute survey-based argument to available literature which, to some degree, has not sufficiently explored the hypothetical connection between refugee flows and transnational terrorism to demonstrate, ultimately, that not every Arab/Muslim refugee is a terrorist-in-waiting.","PeriodicalId":508114,"journal":{"name":"International Journal of Social Science Studies","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-06-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141382726","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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