TikTok livestream commerce represents a particularly innovative approach to digital retail, enabling businesses to establish immediate, interactive connections with potential customers. This platform allows sellers to directly communicate product value, demonstrate features, and build consumer trust in real-time (Wang et al., 2021). However, successful livestream marketing requires a nuanced understanding of the complex factors driving consumer behavior.
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TikTok livestream commerce represents a particularly innovative approach to digital retail, enabling businesses to establish immediate, interactive connections with potential customers. This platform allows sellers to directly communicate product value, demonstrate features, and build consumer trust in real-time (Wang et al., 2021). However, successful livestream marketing requires a nuanced understanding of the complex factors driving consumer behavior.
