douyin

The current study aims to explore the efficiency of Douyin as a platform for opinion leaders in communicating flood crisis information by applying media richness and opinion leader theories. A mixed research method, namely quantitative content analysis and qualitative in-depth interviews, was adopted.

Live streaming has become increasingly popular. Our study focuses on the emerging Chinese female audiences who send virtual gifts to young male streamers. We observe a reversed entertainer-viewer gender relationship. We aim to study why they watch young male streamers, why they send gifts, and their relationships with these streamers.