Persuasion strategies of product reviews by Li Jiaqi account on TikTok: A case study of China

Abstract

This study aims to examine selection and utilization of digital media platforms that the top Chinese beauty influencer has molded himself into a phenomenon of e-commerce anchors. It takes Li Jiaqi as a case study with the use of qualitative research approach. Based on Cialdini (1993)'s six persuasion strategies, this study used textual analysis to investigate Li Jiaqi's persuasion strategies of beauty product reviews on TikTok account videos and live streaming platform during October 14, 2021 and December 29, 2021. Analysis results reveal that ‘social proof’ was the most used strategy, followed by scarcity, reciprocity, authority, consistency, and liking, respectively. Implications of product review strategies are provided to influencers, marketers, and communication and media practitioners for enhancing consumers' engagement and purchase decision via TikTok.