The Impact of Social Networks on Consumer Behavior in Tiktok E-commerce Live Broadcast

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 Tiktoks 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 Tiktoks 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.