Ecommerce Marketing as a Tool for Inventing Consumerism: the Case of "Single's Day" as a Lesson for Diwali
Once again, Diwali, or the Hindu Festival of Lights, is upon on us, and just as Hindu community around the world does, the Malaysian Indian community is busy reuniting with families and friends while everyone in the country is enjoying a couple days of public holidays even though they have literally nothing to do with this particular religious event . But while the Indosphere indulge in some wholesome family gatherings, something remarkable just happened in China: on Nov. 11th, ecommerce portal Tmall set an all-time world record for one-day sale by a single site by raking in 3.1 billion USD.