Research on the Impact of Social Media Platform Brand Promotion: Take TikTok Platform Online Selling as an Example

Abstract

Nowadays, it has been discovered that more and more online selling platforms are developing. More and more people tend to do shopping online, including Taobao, Tmall, and Pinduoduo. However, live-streaming e-commerce is also stepping forward at a rapid speed. More and more online shopping platforms are appearing. This article will mainly focus on the impact of the TikTok platform’s brand promotion. The research methods used in the research are the literature review method and the case analysis method. By digging deep into a specific example of a certain selling product on the Tiktok platform’s live streaming channel, the article jumps to the conclusion that the Tiktok platform utilizes consumers’ desire for convenience and inner mind to simplify the consumption process to attract the consumers and promote their brand quality. After completing the research, it has been discovered that most social media platforms utilize consumers’ inner activity to attract users to increase their brand influence.