From TikTok Hongxing Erke Live Marketing to See How Live Culture Shaped Consumer Groups

Abstract

In recent years, with the development of mobile Internet, mobile live broadcasting platforms, social media and short video platforms have emerged one after another, and the "live +" model with live broadcasting as the core has gradually become a new trend in the development of the industry. This new advertising communication mode not only brings the change of traffic aggregation, content production and communication mode, but also subverts the traditional advertising communication mode to a certain extent. Therefore, the analysis of live broadcasting culture is extremely important for us to study the new media marketing theory in the information age. TikTok live broadcasting platform is an important part of domestic live broadcasting culture. Starting from TikTok live broadcasting will better help the author to study this issue. Therefore, this paper takes Hongxing Erke, a brand that has created new marketing methods on TikTok live streaming platform, as an example, analyzes the reasons for the rise of live streaming culture and the impact of live streaming culture on advertising communication effect, discusses the advantages and existing problems of live advertising communication mode, and puts forward countermeasures. It provides reference for the development of live advertising in the information age to promote the improvement of new media marketing theory.