Comments

18 responses to “The Impact of Web 2.0 Communication Methods on TikTok Influencers and Community Commerce”

1. 

   Michael.Dichiera

   26/04/2023

   Hi N.Chong4

   Nice read! You have demonstrated quality evidence on influencer culture. Influencing has indeed become an indispensable marketable strategy. As a result, individuals are still trying to cash in on this social media phenomenon.

   However, post-covid-19 has already evoked a drop in influencer capability. You make a statement towards the end of your paper, “The influencer economy will continue to expand in 2023, accelerating the growth of a creator-centric economy and community commerce.”

   Recent research discloses only 3% of consumers are influenced by celebrity influences to purchase specific products. I won’t deny that TikTok has definitely grown over the years and supported a radical change in the way products/people can be marketed, however the digital world is constantly evolving and so are its consumers, sometimes more rapidly than we would like.

   Have you looked into why so many people are switching off the influencer feed in 2023? Or at least finding influencers (like the ones you’ve mentioned), repetitive, stale and boring. The time of passive audience engagement is over, and influence fatigue is at an all-time high.

   What are your thoughts on these emerging changes and how are influencers expected to survivie this digital evolution?

   Kind Regards,
   Mickey

   1. 

      N.Chong4

      30/04/2023

      Hi Mickey,

      Thank you for your comment. I understand where you’re coming from. Although it may seem that post-covid-19 evoked a drop in influencer capability, I believe that the pandemic has provided new opportunities and avenues for growth in the influencer marketing industry shifting the focus from brand deals to. With the influencer marketing industry soaring from $1.7 billion in 2016 to $16.4 billion in 2022 (an increase of approximately 864.71% in 6 years), the CEO of social media platforms like Mark Zuckerburg, Adam Mosseri and Shou Zi Chew saw opportunities in using social media for community commerce, hence as users, we often get many new app updates such as video content, shop features and live to adapt to the changing circumstances. These emerging changes are assisting more new users on the platform to foster a strong sense of community and connection among their followers, drive more meaningful engagement and become relevant on the platform.

      Statistics link: https://influencermarketinghub.com/influencer-marketing-statistics/

      May I know which source you attain the information from, arguing that there is only 3% of consumers are influenced by celebrity influencers? While this may be true, I think these statistics cannot properly measure the conversion rate and should not be considered a permanent decline, as the pandemic led to a demand for authentic content, brands are shifting their focus to micro/nano influencers and people are buying from them more than celebrity influencers, which is why I wrote the paragraph about the UGC influencers.

      Additionally, there has been a change in consumer behaviour that has affected how people shop and consume content. As a result, influencers continue to have an impact because consumers are using TikTok to read reviews as part of their shopping journey. Despite having a smaller following than celebrity influencers, they have successfully adapted their content strategies to address the changing needs and interests of their audience, providing value and building an authentic community.

      I believe that the influencer economy will continue to rise in 2023 because as you mentioned that the digital landscape evolves quickly, and there is a lot of potential for influencers to expand their reach with new technologies like AI and VR. Many influencers are monetising their content and diversifying their income streams such as affiliate marketing, merchandise sales, online courses, and paid subscription models rather than just by brand sponsorships, which have helped them maintain their financial stability and continue to invest in their content creation.

      Let me know your thoughts.

      Best,

      Natalie

2. 

   Mickey.Dichiera

   03/05/2023

   Hey Natalia.

   Thank you for your response. You will find some very insightful and revealing revelations regarding the fatigue of influencer culture in the link below:
   https://www.meltwater.com/en/blog/influencer-fatigue

   For debate purposes, you mentioned “1.7 billion in 2016 to $16.4 billion in 2022 (an increase of approximately 864.71% in 6 years)” which is impressive, but still does not remove the toxic-fulled agenda behind influencer brands and how they have accumulated their fortune without holistic customer care, hence the decline.

   For example. you mentioned celebrity influencer Kylie Jenner who earnt her fortune selling lip kits. Unfortunately, Kylie Cosmetics has met a series of bad reviews since her line first dropped. From faulty overpriced products, poor makeup quality, and NO customer service, she is one of the many influencers that are meeting the early stages of influencer decline.

   https://www.cosmopolitan.com/uk/beauty-hair/celebrity-hair-makeup/news/a44472/kylie-jenner-lip-kit-fail/

   I won’t deny that influencer marketing is still a commodity, but even regular brands that exploit influencer marketing to increase their exposure and profit will have them set on expiration. The influencer who is chosen by an established brand is vital for both business agreements, putting the influencer under tremendous pressure to maintain the initial sale point. Many influencers who attempt to brand out, don’t necessarily hold the relevant degrees in business and struggle to maintain a professional stance when breaking into their chosen industry. We often see influencers making forced apology videos or falling victim to extreme cancel culture due to poor choices in business, tainting themselves and the brand (who dissociates instantly) causing a dramatic impact on their mental health. Many of these influencers are rarely heard of again or struggle to maintain momentum (School of Science & Technology 2017). (Can provide reff upon request)

   I certainly agree that social media is constantly evolving and developing with many exciting new features, and of course, people enjoy this and definitely take advantage of it. I certainly don’t disagree with your research, for example, you mentioned, users only need 1000 superfans to start their business, which is very achievable and is happening today! So my question is mainly focused on the ways influencers are handling their own business and if you believe it is sustainable on multiple levels? I certainly don’t believe every influencer in the game is achieving at the rate your paper suggests, and perhaps influencer culture should come with some disclaimers when younger indidivudlas are researching how to make it all happen. 🙂

   Warm Regards,
   Mickey

   1. 

      B.Baldorj

      04/05/2023

      Hi everyone!

      Impressive discussion of your thoughtful response and article on influence fatigue. I agree that there are some concerns around influencer culture and its potential negative impact on influencers and customers in social media. As you mentioned, toxic agendas, poor customer service, and pressure on influencers are significant challenges on social media. Furthermore, as you mention, Kyle’s cosmetic line highlights an influencer-led business, which focuses on profit, and personal branding might lead to unethical and low customer satisfaction standards. There might be some improvements and sustainability as maintaining authenticity and transparency in the content and brand partnerships for audience trust and long-term loyalty engagement. Therefore, we could manage and organize platforms for the influencer industry. Norway banned photoshopped, and influencers liked it, and it’s a win-win situation for consumers. Such measures can protect consumers from misleading content while encouraging influencers to focus on genuine connections with their audiences. https://www.bbc.com/news/newsbeat-57721080. As a result, aspiring influencers can better understand the industry’s reality, make informed decisions, and develop more sustainable influencer careers.

      Thanks for your time,
      Buuvei

      1. 

         N.Chong4

         05/05/2023

         Hi Mickey and Buuvei,

         I appreciate you taking the time to comment on my paper. Mickey, the link regarding influencer fatigue was quite fascinating to read. With more millennials and Gen Z on TikTok, there is certainly greater demand for authentic engagement. I see your point that a lack of authenticity significantly switches audiences off and leads to a decline in influencing.

         But are all influencers really inauthentic, buy followers, likes and engagement, and post cliche content as claimed in the article? In the past, while transitioning from traditional media (using celebrity-endorsed commercialised marketing strategy) to social media, definitely yes (from my perspective), but due to the rapidly changing digital landscape and the resulting new demands, I believe that many influencers are now modifying their content strategies to meet the shifting needs and interests of their audience, offering value and fostering an authentic community. The article you provided quotes, “It doesn’t mean there’s no place for influencers – instead, brands simply need to adjust” (Concannon, 2023). Buuvei further raised a strong point supporting this quote, where influencers and brands adapt through promoting sustainability to maintain authenticity and transparency in building a long-term loyalty engagement. Other examples include advocating for the body positivity movement.

         TikTok’s new algorithm also emphasises content originality, spreading more unique content to the audience as opposed to trends. Some popular content includes unfiltered vlogs, business behind-the-scenes, educational/coaching in providing value over sales, personal experiences, personal growth, and honest product reviews. All of these focus more on building community over commodity as it reflects the true personality of the influencer, resonating with audiences as it showcases honesty, vulnerability, and a sense of connection.

         I agree with both of you that Kylie’s brand is an influencer-led business that predominantly focuses on profit and neglects customers’ needs and satisfaction. I can see that she tried to be authentic with her TikTok videos showcasing her lifestyle with her children, but because the portrayal of her life seemed glamorous, luxurious and unattainable to many of her audience, people are feeling the disconnection. Hence, her influence might not be as effective as other smaller influencers.

         The article you provided also supports my main argument regarding superfans, as it argues that having followers with meaningful connections to other members of the community can help influencers increase their brand’s visibility and credibility. “Analysis shows that individuals working on a more contained scale are often perceived as having more of a legitimate voice than big-name celebrities, and can lead to a higher rate of conversion to sales” (Concannon, 2023). While the time of passive audience engagement is over, I believe influencers are becoming like virtual friends or educators to their followers whose recommendations and opinions are highly valued. They have consequently evolved into an essential part of the modern purchasing experience, guiding consumers in making informed and satisfied purchases.

         I am interested in hearing both of you guys’ perspectives on the following question:

         1. Since social media influencers replaced traditional media celebrities, and if influencers are gone now, what do you think the evolution of media will be like?

         Link: https://www.meltwater.com/en/blog/influencer-fatigue

         I’m looking forward to hearing your responses.

         Best,

         Natalie

         1. 

            B.Baldorj

            08/05/2023

            Hi Natalie, thank you for your response and insightful and challenging questions.

            From my perspective, it is not easy to stand on one side, so I prefer both sides to evolve and contribute. Traditional and social media influencers hold essential roles in the ever-evolving media landscape. They each possess unique strengths and capabilities, making replacing one with the other difficult. Both sectors contribute significantly to WEB 2’s development and growth, fostering audience engagement and collaboration.

            Even if social media influencers disappear, media evolution will likely continue to adapt and change in various ways. One possibility is a stronger focus on niche communities, where people with shared interests can engage and collaborate. Traditional media will lead to more specialized, smaller-scale influencers organising these groups. Media democratization can also be promoted through increased reliance on user-generated content. Brands may also play a more significant role in content creation, becoming content creators and prioritizing quality over quantity (Gagliese 2022).

            Impact of traditional influencers on social media influencers, it is essential to recognize the unique value of traditional hype generation and implement innovative marketing strategies. According to the annual Influencer Marketing Benchmark Report, the influencer marketing industry has experienced a yearly increase of at least 50% in overall market size since 2016 (Wiley, 2021). This growth suggests that influencer marketing strategies, encompassing both traditional and social media influencers, are likely to continue to rise across various sectors, including universities and organizations. Social media influence will be the newly acquired bachelor’s degree required for many well-paying jobs for decades.

            In conclusion, replacing traditional and social media influencers is challenging because of their unique strengths in the media ecosystem. The continued growth and development of influencer marketing strategies suggest that both influencers will maintain their significance in the evolving media landscape.

            Warm regards,
            Buuvei

            1. 

               N.Chong4

               12/05/2023

               Hi Buuvei,

               Once again, thank you for your detailed response. I understand that it is difficult to stand on one side and agree with your balanced perspective regarding the roles of both traditional and social media influencers in today’s media landscape. Each, in fact, has certain strengths and makes a substantial contribution to the development of media and audience participation.

               I also agree with you that the emergence of niche communities, the rise of user-generated content, and brands becoming content creators themselves, highlight the adaptable nature and dynamic of the media industry. It is fascinating to consider how these changes can increase diversity and democratise the media industry. As I have seen many brands like Duolingo as well as luxury fashion brands starting to post engaging content other than commercials to their business to increase their visibility and hosting lives to engage with their fans. This exemplifies the community over commodity marketing strategy.

               It is also very exciting to see that the influencer marketing industry has seen annual market size increases of at least 50% since 2016 and to consider the implications of social media influence becoming a requirement for many well-paying jobs, much like a bachelor’s degree. With the possibilities of Web 2.0, some influencers are able to scale a 6 to 7 figure income through personal branding.

               I really appreciate you sharing your perspective and knowledge on this topic. It is critical to understand the distinctive value that each type of influencer contributes and how they shift the industry as we continue to witness the evolution of influencer marketing strategies. Let me know if you have any other questions.

               Best,
               Natalie

3. 

   Stephen.B.Bain

   03/05/2023

   Hi Mickey, thank you for these examples, they make very interesting reading. SteveB

   1. 

      N.Chong4

      05/05/2023

      Hi Stephen,

      Thank you for your comment. Do you have any questions to ask or further examples to provide regarding this paper’s argument?

      Best,

      Natalie

4. 

   Juliette.Steens

   05/05/2023

   Hi Natalie,

   I found this paper really interesting to read and it gave me a good insight!
   I feel like the concept of “superfans” may not be a one-size-fits-all solution for all influencers. While you have suggested that influencers only require 1000 superfans to grow their business, this claim could oversimplify the complexities of the influencer economy. Smaller influencers may find it difficult to attract a loyal follower base due to their limited exposure and visibility compared to larger influencers like Kylie Jenner. Relying solely on superfans to generate revenue could also result in a missed opportunity to attract new customers and expand the influencer’s audience. While community commerce offers significant benefits, success for influencers is not guaranteed. Do you feel like this is an important statement to recognise that the use of superfans is not a guaranteed path to success for all influencers, or do you believe that 1000 superfans could change an influences brand/company?

   Juliette

   1. 

      N.Chong4

      09/05/2023

      Hi Juliette,

      Thank you for your time in reading my paper. Yes, I agree with you that the concept of 1000 superfans could oversimplify the complexities of the influencer economy, and it should not be taken as a one-size-fits-all solution. This concept is more of a reminder of the influence a devoted fanbase has on an influencer’s brand or business.

      Smaller influencers may indeed struggle to attract views compared to Kylie Jenner, however I have to disagree that they have difficulties to attract a loyal follower base. Articles and experts are illustrating that despite micro-influencers have small followings, they have more reliable and relatable online presence that allows the viewers they attract to feel authentic and less intimidating to interact with their accounts. Source 1 explains that due to this, engagement levels are often higher and “have over a 20% higher conversion rate that can help brands boost their e-commerce sales,” as viewers are more willing to interact with the content and click the “purchase” button” since they trust the creator. Hence, since the pandemic, more brands are increasingly favour micro-influencers. Through this, I hope to demonstrate the building a business isn’t the only way for influencers to succeed. There are many other monetary income sources like brand partnerships.

      To further increase views, many articles like Source 2 show that they can increase their visibility and engagement by leveraging UGC, posting original content, having unique storytelling, and strategically using hashtags and SEO-friendly keywords to help the TikTok algorithm categorise the content and display it on the FYP of their target audience. I believe that both macro and micro-influencers have their own ways of being successful, as there “success” is subjective, it cannot be measured in the same way.

      Source 1: https://www.forbes.com/sites/forbesagencycouncil/2021/06/02/micro-influencers-when-smaller-is-better/?sh=28dea3c7539b
      Source 2: https://keyhole.co/blog/how-to-increase-tiktok-engagement/

      Furthermore, I understand that while it may seem like relying solely on superfans to generate revenue can result in a missed opportunity to attract new customers and expand an influencer’s audience. But from my perspective, I see that leveraging the dedication and enthusiasm of superfans can be an extremely effective tactic in and of itself. These loyal fans have a strong emotional connection to the influencer. Hence, they are more willing to spend their time and money supporting them. I believe superfans can serve as brand ambassadors by spreading the influencer’s name to new audiences through social media posts and word-of-mouth. Thus, by nurturing their existing superfans, influencers can organically grow their audience base and generate revenue without sacrificing the opportunity to reach new potential customers. As a result, by nurturing their existing superfans, influencers can build their audience organically and make sales without losing the chance to connect with new potential followers.

      In response to your question, I believe it can go both ways because influencers must take into account a variety of factors, including the quality of their content, starting with engaging hook, engagement strategies (such as creating user-generated content to be transparent, responding to comments, and using relevant hashtags), and the level of competition in their niche to attract followers. An influencer can significantly increase their chances of success by combining these factors with an established community of loyal followers. For continued growth and financial success, it is crucial to understand the complexity of the influencer economy and consistently adapt and innovate.

      I hope this answers your question. I would love to hear your thoughts on this.

      Best,
      Natalie

5. 

   Jun

   07/05/2023

   Dear Natalie ,

   I read your essay on how pandemic and Web 2.0 have somehow empowered TikTok influencers to establish their online presence and connect with people with similar interests, which I think it’s very interesting and a little ironic as many have believed and said that the pandemic and Web 2.0 have created social distance between human while your essay has proved otherwise.

   Your essay has further strengthened my belief, which is heavily influenced by Taoism that nothing is either inherently good nor bad, but simply exist as they are. It is up to us to give meaning to these events and to make choices based on our interpretation of them.

   Regarding your point about the pandemic and web2.0, I think it’s important to acknowledge the positive aspects that have emerged from these challenges. Despite the negative impact of the pandemic on individuals and communities, it has also highlighted the importance of human connection and brought attention to systemic issues such as racism and inequality. Similarly, it is good to see that your essay has mentioned how web2.0 technology has facilitated greater connectivity and communication among individuals and groups around the world, which I believe has the potential to foster greater understanding and empathy.

   Anyways, I must say, your essay was very well-structured, informative, and full of solid backup evidences. Your introduction gave a clear overview of the topic, and your thesis statement was concise and to the point. Your body paragraphs were well-organized and presented each point with supporting evidence, which helped to reinforce your arguments. I appreciated that you provided a balanced view of the topic and acknowledged different perspectives, which made your essay more informative and credible. Additionally, your use of proper citation methods demonstrated that you have conducted thorough research and used credible sources to support your arguments.

   Overall, your essay was a pleasure to read, and I learned a lot from it. I appreciate the effort and thought that you put into it, and I hope to read more of your work in the future.

   Jun

   1. 

      N.Chong4

      09/05/2023

      Hi Jun,

      Thank you for reading my paper. Not only have your thoughts provided a balanced perspective regarding the pros and cons of the pandemic’s impact on Web 2.0, but they also have enhanced my understanding of human connection. I appreciate how you relate Taoism to your understanding of this reading, as I have never considered that before.

      I agree with you that the pandemic certainly has harmed individuals and communities, such as creating social distance between people, but I believe that it had more impact on real-life conversations. As you mentioned, social media have highlighted the importance of human connection virtually and brought attention to systemic issues such as racism and inequality, which many people were afraid to voice their opinions and perspectives before the pandemic, which has the potential to foster greater understanding and empathy. I am grateful that social media has given an equal voice to the public sphere and people with oppressed voices, building a community of like-minded people who share similar values and experiences.

      While discussing this, I have some questions to ask:

      1. What are your thoughts on the increased human connection online that led the community commerce?

      2. Do you think that it is a strategic way to boost the economy and offset the loss of sales during the pandemic?

      3. While there are benefits to this, what are some long-term negative effects that community commerce has caused or will cause?

      Do you have any questions to ask regarding this topic? If so, please don’t hesitate to ask. Thanks again.

      Best,
      Natalie

6. 

   Jun

   12/05/2023

   Dear Natalie,

   Thank you for your comment, and I’m glad you found my response helpful. I wanted to take a moment to acknowledge your impressive ability to ask well-thought-out questions. It’s evident that you are taking an active interest in this topic and are thinking deeply about the potential benefits and drawbacks of community commerce. Keep up the great work!

   Now, back to answering questions:
   1. Q: What are your thoughts on the increased human connection online that led the community commerce?
   A: I think it’s great that increased human connection online has led to community commerce. It’s easier for people to connect with each other and find businesses that align with their values. This can also build trust between consumers and businesses.

   2. Q: Do you think that it is a strategic way to boost the economy and offset the loss of sales during the pandemic?
   A: Yes, community commerce is a good way to boost the economy and offset the loss of sales during the pandemic. Supporting local businesses can create jobs and stimulate economic activity.

   3. Q: While there are benefits to this, what are some long-term negative effects that community commerce has caused or will cause?
   A: While it is true that community commerce has benefits, there are also potential negative effects. It could create a divide between urban and rural areas, homogenize culture, and hurt small businesses. We should work to mitigate these negative effects while still enjoying the benefits of community commerce.

   If you have any further questions or thoughts on this topic, please don’t hesitate to let me know. I’m always here to help and engage in meaningful conversations.

   Best regards,
   Jun

   1. 

      N.Chong4

      15/05/2023

      Hi Jun,

      Thank you so much for your compliment and your contributions to my paper. I agree with your perspective and am interested in hearing you expand on response 3 where you mention that the community commerce could create a divide between urban and rural areas, homogenise culture, and hurt small businesses. How so?

      Thanks again.

      Best,
      Natalie

7. 

   Jewel Anderson

   12/05/2023

   Hi Natalie!

   This is a really great read and I enjoyed your exploration of some of the specific users.

   Early in your paper you make comment on the fact that people don’t trust one-way communication, “consumers perceive traditional forms of advertising, like print magazines, as unreliable information sources and often hesitate to make purchases due to its one-way artificial communication”. And while you go onto explore other more important points I do have questions surrounding this.

   I would have assumed that people trust these forms of advertising – like print magazines as more trustworthy because they come from a reputable source and the ads are created by the brand who have to pay large sums of money to get into the publications. Whereas many online products and ads are now Ai generated or a brand has paid someone a smaller amount of money to do a review. While some of these are very legitimate I know from my own experience of scrolling through Tiktok i come across many fake accounts and ‘brands’ that are trying to sell me whatever i’ve been looking at most recently (it’s currently fake eyelash extensions). I am more hesitant to buy what i’ve seen online even though they’re videos vs if I saw the same product in a magazine.

   Do you think this may just be my generation/age (mid 20s) or is there another reason for it?

   Again, great paper, I look forward to hearing what you have to say.

   Jewel

   1. 

      N.Chong4

      15/05/2023

      Hi Jewel,

      Sorry for the late response and thank you so much for your time for commenting on my paper.

      I’m glad that you asked this question. I understand where you’re coming from and do agree with you to certain degrees, where advertising can be seen as more trustworthy due to it coming from a reputable source. However, from my perspective, I think there are other factors such as personalisation, interactivity, real-time updates, reviews and recommendations and direct access to brands, that contribute to in perceptions of greater trustworthiness.

      1. Social media’s algorithm, SEO and hashtags (as mentioned in my paper) can categorise certain products to its target audience based on their interests, behaviours and demographics. I believe that with this personalisation, not only ads can seem more relevant and less intrusive while also ensuring that they are not simply pushing products but also providing value and relevance to the consumer. Thus, increasing consumer trust in them.

      2. With social media’s two-way communication, users can interact with others who have common conditions or struggles to seek clarification and evaluate whether a product works, as lots of products are not “one size fits all”. As opposed to traditional media advertisement, the content is heavily scripted and presented mainly from the director or brand’s point of view rather than a consumer, promoting the greatness of the product without considering the target audience’s preferences or specific needs. For example, consumers might be persuaded to try a product based on its advertised benefits, but if the ingredients or functionalities of the product do not align with their personal needs or expectations, they may feel the product has failed and often blaming themselves for not experiencing the promised results, rather than the product’s shortcomings. Furthermore, there are also no chances of discussion or debates, hence the one-way communication can be at a disadvantage and foster mistrust and skepticism.

      3. Leading to my next point, influencers can give real-time updates to their followers especially when it comes to trying out a new skin care products that allows their followers to witness the progression of results over time. I believe this could bring the relationship closer to the audience as these influencers can document their experiences through creating vlog their daily lives as well as review or recommendation videos for specific demographics that relate to them personally, such as step-by-step daily cleansing routine for oily skin. This personal connection and authenticity fosters trust and credibility, making their product recommendations and reviews appear more reliable than traditional advertising.

      4. In today’s digital age, consumers no longer have to go through tedious processes to voice their concerns or complaints about a product. If they are struggling with a product, a message or public comment can be easy for them to directly engage with brands or businesses from the comfort of their homes. Additionally, the fact that these platforms are open to the public encourages businesses to address customer issues efficiently to maintain their reputation. Consumers can also follow up on their complaints or concerns and have real time updates. This increased responsiveness and accessibility not only simplifies the process for consumers but further generate a sense of accountability, which strengthens trust in the brand.

      To answer your last question, I can provide you with some personal examples. When considering a purchase, I often look at the brand’s engagement ratio to its followers. Say, if a brand has more than 50k followers but receive less than 10k views, 2k likes and less than 10 comments (my rough estimate), I personally wouldn’t purchase from them as they can seem like a scam or a bot-driven account. I would also use platforms like TikTok and YouTube to search for the products I’m interested in. I believe as consumers now, we often not only buy from watching advertisements, but using social media for research and collaborate with others within the community also becomes part of our purchase journey. My advice is to buy from recommendations from trusted influencers and check reviews not only from the brand’s website and comments, and also the influencer’s comment sections.

      I hope this answers your question! Let me know if you have other queries.

      Best,
      Natalie

8. 

   ChorYiu.Lai

   19/05/2023

   Hi Natalie,

   Good efforts on the paper. I found this paper insightful and thoughtful, I enjoyed a lot while reading the paper.

   However, here we goes with some question that I want to know more in this paper. How does the influence of Web 2.0 communication methods, particularly through platforms like TikTok, shape the growth of community building, networking, and community commerce, and what role do superfans play in fueling the influencer economy and shaping consumer purchase decisions?

   Thank you in advance for the respone. Would love to hear your thought about this.

   Regards,
   Ben