“When pigs fly”: Resources swapping, affordable marketing, and the transformation of Douyin from short video sharing to online shopping
Published online on January 29, 2025
Abstract
New Media & Society, Volume 28, Issue 4, Page 1792-1810, April 2026.
With 600 million daily users in 2020, Douyin faced monetization challenges after increased advertising led to a decline in user engagement. The app pivoted successfully to “shoppable videos” and livestream shopping by operating as a retail infrastructure. ...
With 600 million daily users in 2020, Douyin faced monetization challenges after increased advertising led to a decline in user engagement. The app pivoted successfully to “shoppable videos” and livestream shopping by operating as a retail infrastructure. ...