Live selling through social media has become an important tool in establishing relationships between companies and consumers. Recently, TikTok joined a new trend and added features where influencers and brands can host live sessions to show and sell products directly to their viewers. However, creating effective content for social media marketing campaigns is a challenge, as companies have difficulty understanding what drives user engagement. In this paper we explore factors contributing to the effectiveness of the influencers, including authenticity, relatability, and the perceived value of featured products. This research aims to provide a understanding of a mechanism driving consumer decision-making in the context of live selling on TikTok. The implications of these findings extend to e-commerce and m-commerce strategies, marketing practices, and the broader landscape of influencer-consumer dynamics in the digital era.
저자
Apostol Rachel [ Dept. of Management Information Systems, Chungbuk National University ]
DongBack Seo [ professor, Chungbuk National University ]
Corresponding author
