Personal Branding Practice of Rural Influencers on TikTok (Douyin) in China
With the rapid diffusion of short video social media, a wave of rural influencers has emerged on China’s TikTok (Douyin), using short-form content to build personal brands and engage in sociocultural expression. Anchored in practice theory (Shove et al., 2012), this study adopts the “material–competence–meaning” triadic model to examine how these rural creators strategically construct personal bra
