Dec 22, 2023 10:10 AM

CX DAILY

CX Daily: Star Power Triumphs After Fans Boycott Livestreaming Platform East Buy

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Star power triumphs after fans boycott livestreaming platform East Buy

A semblance of corporate peace has returned to livestreaming e-commerce platform East Buy after a fan revolt this month sparked by a perceived slight to its star influencer, Dong Yuhui, triggered a slump in the company’s shares and a management shakeout.

The online row involving the livestream star escalated into a major public relations crisis that shed hundreds of millions of dollars in value off Hong Kong-listed East Buy Holding Ltd., highlighting the struggle some consumer platforms have in striking a balance among influencers, fans and business demands.

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