HIGHLIGHTS
- What: This paper conducts a comparative analysis of the competitive strategies employed by and in the live Through a review of literature case studies and data analysis the study explores the distinctive approaches of these platforms in content creation user engagement e-commerce integration and technological innovation. focuses on content innovation and personalised user experiences leveraging influencers and advanced editing tools while prioritises authenticity and community building catering to diverse demographics and promoting local products. This approach has fostered a sense of community and connection among viewers and creators, setting Kuaishou apart in live streaming.
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