How to Improve the Brand Equity of the Beauty Industry Through Effective E-Commerce Live Streaming Strategies

Abstract

This chapter aims to study whether and how e-commerce live streaming affects brand equity of the beauty industry in China. This chapter will explore the strategies of using e-commerce live broadcast to affect consumers' purchase behavior in China's beauty industry and study how these strategies will affect the brand awareness and brand loyalty of the industry. This chapter will investigate features of e-commerce live streaming on the social media and impacts on the related viewers. In addition, this chapter will use CiteSapce analysis to perform statistical and correlation analysis associated with e-commerce live streaming. Furthermore, this chapter will also analyze consumers' preference for e-commerce live broadcasting strategy through questionnaire survey. Cases from Douyin (the business outside China is called TikTok) will be used for explanations. This chapter will provide suggestions for the SMEs as to how to make use of e-commerce live streaming to enhance their brand equity.

Utilization of TikTok Shop Interactive Features and Their Impact on Consumer Purchasing Decisions

“…Tik Tok Shop also offers a wide range of products and categories, ranging from fashion, beauty, electronics, to food (Le-Hoang, 2020; Moussaoui & Varela, 2010;X. Yang, 2021;Yu et al, 2022;J. Q. Zhao & Li, 2022).…”