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 presented and contextualized current empirical findings from an NIM study on the TikTok Shop in Germany.
The session focused 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 recording is now available exclusively to our members in the NIM member area.

(Lecture in German Language)