<![CDATA[This study examines how Aristotle’s rhetorical appeals—ethos, pathos, and logos—are employed in TikTok live selling by influencer Sheila Shaukia (@shellasaukia) to construct persuasive communication and stimulate consumer purchase intentions. The research addresses the question of how classical rhetorical principles are adapted within contemporary live commerce environments. Using a descriptive qualitative design and content analysis, data were collected from five TikTok live selling sessions conducted between January and April 2026. The findings indicate that persuasive effectiveness emerges from the strategic integration of the three rhetorical appeals. Ethos is developed through credibility, entrepreneurial identity, and social legitimacy; pathos is manifested through emotional engagement, religiously resonant storytelling, and the creation of urgency; while logos is conveyed through value-based pricing, product demonstrations, and real-time social proof. The analysis further reveals that these rhetorical strategies operate dynamically and interactively throughout live selling sessions, strengthening audience trust and purchase intention. This study concludes that Aristotle’s rhetorical framework remains highly relevant in the digital marketplace and argues that its contemporary adaptation is reflected in the concepts of auditable ethos, spiritually resonant emotional pathos, and real-time social proof logos, thereby extending rhetorical theory within the context of social commerce and digital marketing.]]>
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