DSpace at Bangkok University >
Graduate School >
Master Degree >
Independent Studies - Master >

Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/5450

Title: Persuasion strategies of product reviews by Li Jiaqi account on TikTok: A case study of China
Authors: Yuwen Teng
Keywords: Persuasion strategies
Social Media
Li Jiaqi
Chinese Digital Marketing
Issue Date: 2023
Publisher: Bangkok University
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.
Description: Independent Study (M.Com.Arts)--Graduate School, Bangkok University, 2022
Advisor(s): Ratanasuda Punnahitanond
URI: http://dspace.bu.ac.th/jspui/handle/123456789/5450
Appears in Collections:Independent Studies
Independent Studies - Master

Files in This Item:

File Description SizeFormat
yuwen_teng.pdf8.26 MBAdobe PDFView/Open
View Statistics

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.


  DSpace Software Copyright © 2002-2010  Duraspace - Feedback