Beauty and Broadcast: Cross-Cultural Narratives in Cosmetics Livestream

Abstract

Livestream commerce has become a global marketing force, transforming consumer engagement through interactive storytelling. Its rapid rise stresses the need to examine how persuasive narratives operate across cultural contexts. However, Cross-cultural comparisons in livestream are especially lacking, leaving unclear how cultural orientations shape narrative persuasion. This study addresses this gap through a qualitative thematic analysis of 60 livestreams from Red Note (China) and Amazon (United States). By focusing on narrative construction, persuasive strategies, communication style and transactional framing, the research aims to reveal how cultural values are embedded in digital persuasion and to extend Hofstede’s and Hall’s frameworks into livestream commerce. Results show that Red Note emphasizes expert authority, tutorial-based persuasion, and collectivist intimacy, while Amazon foregrounds self-use testimonials, authentic sharing, and individualist autonomy. These findings highlight livestream commerce as culturally shaped communication, where sensitivity to cultural factors is crucial for the effective design of global marketing strategies.