<![CDATA[The live streaming phenomenon on TikTok has created a new form of interaction between content creators and viewers, requiring hosts to establish a strong emotional connection within a short timeframe. This issue is significant because emotional connection serves as a key factor in maintaining viewer engagement and loyalty in highly competitive digital environments. This study aims to analyze the strategies employed by TikTok live hosts to build emotional connections with their audiences and sustain active participation during live sessions. A descriptive qualitative research method was used, involving a literature review that analyzed various academic sources regarding digital communication and social media. Erving Goffman’s dramaturgical theory was applied to understand how hosts perform on the "front stage" to create a desired impression and manage audience perceptions. The findings indicate that TikTok live hosts utilize various strategies such as personalizing interactions, emotional storytelling, real-time responsiveness, and virtual community building to foster emotional connections. These strategies have proven effective in cultivating a sense of closeness, strengthening audience engagement, and enhancing long-term viewer loyalty and participation on the platform.]]>
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