Reshaping female consumer subjectivity: Beauty consumption practices in Li Jiaqi’s livestream room
Published online on July 14, 2025
Abstract
Journal of Consumer Culture, Volume 26, Issue 2, Page 127-147, May 2026.
This study employs a post-feminist analytical framework to examine the consumer perceptions and behaviors of female consumers in Li Jiaqi’s beauty Livestream. It explores how female consumers pursue their subjectivity through consumption within ...
This study employs a post-feminist analytical framework to examine the consumer perceptions and behaviors of female consumers in Li Jiaqi’s beauty Livestream. It explores how female consumers pursue their subjectivity through consumption within ...