Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2022 International Conference on Financial Technology and Business Analysis (ICFTBA 2022), Part 1
Series Vol. 5 , 24 April 2023
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Access | Article
The Impact of Social Networks on Consumer Behavior in Tiktok E-commerce Live Broadcast
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Abstract
Chapter 9 in 'Social Media' written by Humphreys introduce a topic called Social Networks, which includes the social network in word of mouth communication, the role and influence of strong and weak relationships, the role of hubs and the powerful resource impact that the activation of social capital will bring. It is meaningful to have a deep understanding and exploration of the impacts, roles, advantages, and disadvantages of these contents in Tiktok’s e-commerce live broadcast. The study explores the impact of social networks through some methods, such as literature analysis, data comparison and case studies. These methods can use the ideas of some researchers to study similar aspects of the market, such as live broadcast and social media, and cite real-life cases of some companies to explore the impact of social networks. In this article, we raised some questions, such as how the positive and negative effects of social networks will play important roles in the Tiktok’s e-commerce live broadcast, how social networks will have an impact and how a key hub will play an essential role in social networks. We have also reached some conclusions through research, focusing on the spread of official media, using strong relationships to increase user loyalty, and using weak relationships to develop new users. The e-commerce team should actively seek operational strategies and marketing methods to optimize its impact.
Keywords
Social Networking, Social Media, E-Commerce, Integrated Marketing, Consumer Behavior
References
1. Zhang Kai. 2018. The Road to the Rise of 'E-commerce Dark Horse. Knowledge Economy (China Direct Marketing) . Issue 5. pp. 80-83.
2. Yu Hua, Liu Tiantian.2021. Current development of live broadcast e-commerce in China. https://www.chinathinktanks.org.cn/content/detail?id=w6htga35&pt=1.
3. Wang Yincai. 2022. Analysis on the current situation and development trend of live broadcast e-commerce. Marketing of time-honored brands. pp. 51-53.
4. Xie Meirong. 2022. Live e-commerce white paper. https://max.book118.com/html/2022/0617/6100132001004201.shtm
5. Mi Liangchuan, Zhao Zhipeng. 2022. Analysis on the current situation and development direction of live broadcast e-commerce. Textile and Apparel weekly. pp. 20-21.
6. Zhang Chenyang. 2018. Analysis on the development path of e-commerce socialization in China - Alibaba as an example. Modern information technology. Volume 2, Issue 5. pp. 138-142.
Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2022 International Conference on Financial Technology and Business Analysis (ICFTBA 2022), Part 1
- ISBN (Print)
- 978-1-915371-21-8
- ISBN (Online)
- 978-1-915371-22-5
- Published Date
- 24 April 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/5/20220070
- Copyright
- 24 April 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited