Author(s)

Fanyu Zhou ¹, Xuan Zhao ²

Affiliation(s)

¹ School of Foreign Languages and Literature, Changchun Humanities and Sciences College, Changchun, Jilin, 130117, China
² School of New Media Art and Design, Beihang University, Beijing, 100191, China

Corresponding Author

Xuan Zhao

ABSTRACT

Web influencer live streaming marketing is a new prevalent E-commerce channel in China. It developed at an appalling speed in such a short period that the Chinese law lags behind. It is found that a lot of illegal practices occur in the live streaming rooms, among which, undue influence is a neglected problem. Undue influence occurs between the live streamers and their fans because there is a relationship of trust between them. Undue influence, unlike fraud, frequently occurs in a concealed manner, covered by a seemingly legal veil. It is neglected because there is no conventional fraud in the live streaming marketing. Through personal participation in live streaming marketing and long-term observation, the legal constitution of undue influence is analyzed. In order to create a clean and clear online shopping environment, some suggestions are given to regulate undue influence in live streaming marketing. The rules on undue influence in common law is suggested to be adopted in Chinese law. 

KEYWORDS

Web Influencer, Live Streaming Marketing, Undue Influence, Fraud

CITE THIS PAPER

Fanyu Zhou, Xuan Zhao, Research on the Problems of Undue Influence in Web Influencer Live Streaming Marketing. Media and Communication Research (2024) Vol. 5: 138-144. DOI: http://dx.doi.org/10.23977/mediacr.2024.050122.

REFERENCES

[1] Data source: 2022 China E-commerce Live Streaming Market Potential and Investment Report. www.askci.com
[2] Yin Xiaochen. Research in the Problems in Live Streaming Marketing. Modern Business Trade Industry, 2020 (19): p140.
[3] China Industrial Research Institute: Report on Survey of China Live Streaming E-commerce and Prediction of Investment Potential.2023.
[4] Wangjingshe. 2023."618" China E-commerce User Experience and Complaint Monitoring Report[DB/OL] http://www.100ec.cn/zt/202306tsbg/
[5] Zhu Yonghong. Analysis of the Legal Problems in Live Streaming Marketing and Recommentions. China Advertising. 2021. 3: p78.
[6] Xu Minzhi, Zhang Shaofeng. Reflections on Regulating Social Media Influencer Marketing from the Rule of Law. Journal of Henan Polytechnic University. 2022 (1): p 27.

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