Education, Science, Technology, Innovation and Life
Open Access
Sign In

The power of platforms and apps-empowering and controlling the consumer

Download as PDF

DOI: 10.23977/mediacr.2022.030103 | Downloads: 33 | Views: 1144


Hang Su 1


1 Room 1801, Unit 4, Building 3, Yueranzhencheng Community, 123 Tongxiang Street, Xiangfang District, Harbin, China

Corresponding Author

Hang Su


This article discusses the new marketing model of e-commerce platforms in the Internet age. Merchants use e-commerce platforms as marketing methods to make profits. Customers, as Internet users, when they enjoy the benefits brought by e-commerce platforms, algorithms and data are controlling their thought and action. This article is mainly based on the academic foundation of three publications: the "platform capitalism" written by Nick in 2017, 'Appified -Culture in the Age of Apps' written by Jeremy Wade Morris and Sarah Murray in 2018, 'When Platform Capitalism Meets Petty Capitalism in China: Alibaba and an Integrated Approach to Platformization' written by LIN ZHANG in 2020, analyzes how the Chinese e-commerce platform, Taobao, influences the Internet consumers, and compares the Chinese e-commerce platforms and western e-commerce platforms.


Platforms, APPS, Taobao, E-commerce, C2C


Hang Su, The power of platforms and apps-empowering and controlling the consumer . Media and Communication Research (2022) Vol. 3: 17-23. DOI:


[1] Srnicek, N. (2017) Platform capitalism. Cambridge: Polity.
[2] Morris, J. W., Murray, S. (eds) (2018) Appified: culture in the age of apps. Ann Arbor: University of Michigan Press.
[3] Zhang, L. (2020) When Platform Capitalism Meets Petty Capitalism in China: Alibaba and an Integrated Approach to Platformization, p. 21.
[4] Li, F., Frederick, S., Gereffi, G. (2019) E-Commerce and Industrial Upgrading in the Chinese Apparel Value Chain, Journal of Contemporary Asia, 49(1), pp. 24–53. doi: 10.1080/00472336.2018.1481220.
[5] Huseynov, F., Yıldırım, S. Ö. (2015) Behavioral Issues in B2C E-commerce, Information Development, p. 1343-1358.
[6] Gao, W., Li, X. (2019) Building presence in an online shopping website: the role of website quality, Behaviour & Information Technology, 38(1), pp. 28–41. doi: 10.1080/0144929X.2018.1509127.
[7] Cunningham, S., Craig, D., Lv, J. (2019) China’s livestreaming industry: platforms, politics, and precarity, International Journal of Cultural Studies, 22(6), pp. 719–736. doi: 10.1177/1367877919834942.
[8] Guan, L. (2016) Comparative Research on the Business Strategies of Amazon Shopping Network and Taobao. Postgraduate thesis. HeiLongJiang Universuty.
[9] Han, M. C., Kim, Y. (2017) Why Consumers Hesitate to Shop Online: Perceived Risk and Product Involvement on, Journal of Promotion Management, 23(1), pp. 24–44. doi: 10.1080/10496491.2016.1251530.
[10] Raymen, T., Smith, O. (2016) What’s Deviance Got to Do With It? Black Friday Sales, Violence and Hyper-conformity, British Journal of Criminology, 56(2), pp. 389–405. doi: 10.1093/bjc/azv051.
[11] Rosati, C. & Mitchell, D. (2009) “Live Monster”: Black Friday and the All-Consuming City. Bowling Green State University and Syracuse University.
[12] Cheng, J. (2014) Taobao "Double Eleven Carnival" Marketing Research. Postgraduate thesis. LiaoNing University.
[13] Tang, Y. (2015) Research on Internet Festival Marketing from the Perspective of Communication Ceremony——Taking Taobao Double Eleven Shopping Carnival as an Example. Postgraduat thesis. Northwest University.
[14] Hui, S. (2015) Looking at Taobao from the Perspective of Communication "Double Eleven" phenomenon. MODERN AUDIO-VIDEO ARTS . 1 (37-1330/G4(2015)1-070-4), 70-73.
[15] Ruan, Y. (2018) An Economic Analysis of Taobao's "Double Eleven" Online Shopping Phenomenon. economic management. (1001-828X(2018)036-0117-01), 117.
[16] Ni, H. (2011) An Analysis of the Planning and Operation of Network Event Marketing-Yitao Bao Double Eleven as an example. Exam Weekly. 78236-237.

All published work is licensed under a Creative Commons Attribution 4.0 International License.

Copyright © 2016 - 2031 Clausius Scientific Press Inc. All Rights Reserved.