Exploring Social Engagement in Live Commerce--Take Douyin as an Example

Abstract

China’s live streaming industry is gradually approaching maturity, becoming a major competitive instrument in the e-commerce industry. Therefore, this article will explore social interaction in live commerce and future interaction in live streaming. This article describes the background and current development of the live-streaming industry in China. This article explores interactivity in live commerce using the Douyin platform as an example. Explored the interactive features of live commerce on the Douyin platform from the streamer and audience to audience perspectives. Using the frameworks of symbolic interactionism and Internet expansion, the social interactions that live commerce brings to audiences are researched. This article also emphasizes the importance of live interaction for the benefit of live commerce and the importance of live content. Subsequently, the impact of this social interaction on the audience’s decision-making process is explored. Furthermore, the article also explores the misinformation, data privacy, and potential brand crisis that can be caused by live commerce, and it emphasizes the emotional connection between streamers and audiences and the building of community as the future of live commerce.