Events
From Content to Purchase
Key Insights in der Mittagspause
September 30, 2026, at 12:30 p.m. (online)
Speaker
Dr. Fabian Buder, Head of Marketing & Consumer Behavior at the Nuremberg Institute for Market Decisions (NIM)
Topic
In social commerce, entertainment, inspiration and shopping are closely intertwined. The TikTok Shop illustrates how this changes purchase decisions and what consumers experience when making a purchase.
In this session, Dr. Fabian Buder will present and contextualize current empirical findings from an NIM study on the TikTok Shop in Germany.
The session will focus on the following questions:
➡️ How does social commerce influence the way purchase decisions are made?
➡️ How is the TikTok Shop being received in Germany and what are consumers buying there?
➡️ At which points in the decision journey do problems arise?
The session provides an empirical basis for better understanding the TikTok Shop from the consumer perspective and for assessing current developments in social commerce more thoroughly.
(Lecture in German Language)
Speaker
- Dr. Fabian Buder, Head of Marketing & Consumer Behavior, NIM, fabian.buder@nim.org