Influencers do, in fact, affect the purchasing decision of many Gen Zers. Almost half of them purchased something based on an influencer’s recommendation, according to a 2020 study from Kantar.
According to Alibaba, as many as 400 company executives and 300 celebrities are holding livestreams during this year’s Singles Day. Pop singer Taylor Swift joined Chinese livestreaming megastar Huang Wei for a livestream last weekend ahead of Singles Day.