Koen Pauwels, Associate Dean of Research and Distinguished Professor of Marketing at the D’Amore-McKim School of Business at Northeastern University, spoke to CGTN Europe about the advantages of integrating sales directly into social platforms such as TikTok. He noted that TikTok fits into the broader trend of content-based purchasing, allowing consumers to discover products, be entertained, and make quick purchases. This model benefits brands through closed-loop measurement, enabling them to track consumer behaviour from exposure to purchase. However, he also highlighted the risks of partnering with influencers, as brands relinquish some control and may face reputational damage if influencers misbehave or fail to meet expectations. Despite these risks, many brands have found success with TikTok Shop and similar features, particularly in reaching younger consumers who favour entertaining content over traditional, search-based shopping.
