Hantian Zhang

Apr 18, 2023 | news24.com | Hantian Zhang

YouTubers Logan Paul and KSI released their drinks brand, Prime Hydration, in January 2022. Paul said the drink had generated $250 million (R4.5 billion) in retail sales worldwide, with $45 million (R818.3 million) of that in January 2023 alone. As a researcher in social media with a specific focus on YouTubers, Hantian Zhang argues that the drink’s popularity is down to the pair’s audience engagement. For more stories, visit the tech and trends homepage.

Apr 7, 2023 | firstmonday.org | Hantian Zhang |John Lee |Sheffield Hallam

Abstract Through the lens of consumer engagement theory, this research develops a case study of U.K. vlogger and influencer Zoe Sugg. Findings suggest that YouTube vloggers’ implementation of interaction, rewards and information offers as audience engagement factors can be seen as contributing to their consumer engagement as personal brands on YouTube. This research bridges gaps regarding the application of consumer engagement theory to vlogging.

Mar 17, 2023 | tolerance.ca | Hantian Zhang |Sheffield Hallam

By Hantian Zhang, Senior Lecturer in Media, Sheffield Hallam University YouTubers Logan Paul and KSI released their drinks brand, Prime Hydration, in January 2022. One year on, Paul said the drink had generated US$250 million (£209 million) in retail sales worldwide, with US$45 million of that in January 2023 alone. In the UK, there have been purchase waves across the country, with stores constantly selling out of restocks.

Mar 17, 2023 | theconversation.com | Hantian Zhang

YouTubers Logan Paul and KSI released their drinks brand, Prime Hydration, in January 2022. One year on, Paul said the drink had generated US$250 million (£209 million) in retail sales worldwide, with US$45 million of that in January 2023 alone. In the UK, there have been purchase waves across the country, with stores constantly selling out of restocks.