Decoding Live Broadcasting Promotion: Exploring Mechanisms In Social Applications Through Brand Loyalty
Dr. Li Wei Zhang
School of Shipping Economics and Trade, Guangzhou Maritime University, China
Abstract
The evolution of the social media industry, catalyzed by the advent of the Blog in 1993 (Cao, 2011), has propelled societies into the information era, ushering in a novel paradigm for careers and daily life. However, the emergence of the COVID-19 pandemic has profoundly disrupted lives and national economies across the globe. In response to the unprecedented challenges posed by the pandemic, the social media industry has emerged as a crucial ally, offering a diverse array of services such as entertainment, communication, and online shopping to homebound consumers. This not only addresses immediate needs during lockdowns but also plays a pivotal role in stimulating economic development. As the pandemic unfolded, health experts advocated for social distancing and staying at home as essential measures to curb the spread of the virus. In this context, online social media platforms have played a dual role, not only in facilitating adherence to health guidelines but also in crafting a new lifestyle for individuals constrained by lockdowns. The multifaceted services provided by the social media industry, ranging from entertainment to communication and commerce, have become indispensable in navigating the challenges imposed by the pandemic. This transformation underscores the information industry's resilience and its ability to serve as a beacon of light in the midst of economic uncertainties. This study illuminates the critical role played by the social media industry in mitigating the impacts of COVID-19, emphasizing its contributions in enhancing homebound consumers' experiences and fostering economic development. By addressing the need for social distancing and promoting a stay-at-home lifestyle, online social media platforms have not only responded to the immediate demands of the pandemic but have also paved the way for a novel way of life. In essence, the information industry emerges as a guiding force, navigating societies through the darkness of economic downturns and societal disruptions.