Capturing Consumer Attention: An In-Depth Analysis of TikTok Live Shopping

Abstract

This paper explores the distinctive features and advantages of TikTok Live Shopping within the broader context of social commerce. Through a comprehensive comparative analysis with live shopping features on other prominent social media platforms, including Instagram, Facebook, and YouTube, the study highlights TikTok’s unique positioning. Emphasizing short-form videos, algorithmic discoverability, and a trend-centric culture, TikTok Live Shopping provides a dynamic platform for brands to engage with a younger, trend-focused audience. The paper delves into specific strategies that contribute to TikTok Live Shopping’s success, such as creativity-centric content, real-time interaction, and seamless commerce integration. Analyzing evolving consumer behavior within TikTok Live Shopping, the study examines the social, authentic, and interactive dynamics shaping purchasing decisions. Furthermore, the paper assesses the potential long-term impact on brand perception and customer loyalty, considering factors like trend adoption, demographic reach, and sustained community building. The findings contribute to a deeper understanding of TikTok Live Shopping as a transformative force in social commerce.