A Platform-specific Meta-Analytic Structural Model of TikTok-Based Live Commerce Fashion Marketing: A Cross-Study Synthesis of Stimulus–Organism–Response Pathways

TikTok has emerged as a globally dominant platform for fashion marketing, yet empirical findings on persuasion mechanisms vary widely across cultural markets and methodological designs. Existing models, often derived from traditional social media environments, sometimes overlook TikTok's unique platform affordances, such as algorithmic personalization, participatory culture, and creator-centric credibility structures. These affordances fundamentally reshape attention allocation, cognitive load, and elaboration likelihood, rendering traditional frameworks insufficient. This study conducts a PRISMA-guided meta-analysis and Meta-Analytic Structural Equation Modeling (MASEM) to build the first platform-specific, cross-cultural persuasion model for TikTok fashion communication. The analysis synthesizes evidence from at least twenty empirical studies reporting on hedonic cues, social cues, attitude, purchase intention, and brand equity. Meta-regression will examine sub-dimensions such as humor and visual appeal to account for measurement variation. Sustainability cues are included as a moderator due to their inconsistent effects in fashion studies, and regional culture is modeled to capture cross-market differences. The study aims to clarify the structural relationships that drive persuasion on TikTok and to offer an empirically grounded framework that advances cross-cultural social media marketing research. Findings will provide clearer guidance for fashion brands seeking effective communication strategies on this platform.