Global Academy of Training and Research Journal

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DOI 10.35609/afr.2025.10.3(1)

Reference to this paper should be referred to as follows: Feng, G; Chu, A. (2025). Unraveling the Discursive Mechanisms of Live-Streaming Hosts and Corporate Image Construction in Cross-Border E-commerce, Acc. Fin. Review, 10(3), 80 – 86. https://doi.org/10.35609/afr.2025.10.3(1)

Received: October 11, 2025 | Accepted: December 31, 2025

Unraveling the Discursive Mechanisms of Live-Streaming Hosts and Corporate Image Construction in Cross-Border E-Commerce
Gongnan Feng , Aixuan Chu
Jilin University of Finance and Economics, Jilin Province, 130117, Changchun, China
Universiti Putra Malaysia, Serdang, Selangor, 43400, Kuala Lumpur, Malaysia Abstract

Objective - This study examines the discursive mechanisms employed by live-streaming hosts in cross-border e-commerce and their impact on corporate image construction.

Methodology/Technique - Through qualitative analysis of platforms like TikTok Shop, SHEIN Live, and AliExpress, we identify three dominant discursive strategies: functional (product specifications), emotional (storytelling), and urgency-driven (scarcity tactics).

Findings - Findings reveal that hosts act as cultural intermediaries, adapting language and nonverbal cues to align with regional preferences—collectivist appeals in Southeast Asia versus individualistic framing in Western markets.

Novelty - The study highlights how hybrid discourse (e.g., blending education with entertainment) enhances brand trust and offers actionable insights for optimizing host training and platform-specific engagement strategies in global e-commerce.

Type of Paper - Empirical

Keywords: live-stream e-commerce; discursive strategies; corporate image construction; cross-border marketing; host-audience interaction

JEL Classification: A13

URI: https://gatrenterprise.com/GATRJournals/AFR/vol10.3_1.html

DOI: https://doi.org/10.35609/afr.2025.10.3(1)

Pages 80 – 86

Price: USD 25