Maer, Maria Natalia Damayanti and , TIMOTHY JEFFERSON and TEJOKUSUMO, IVANA and Tjiptono, Fandy (2025) Live-streaming as an agile marketing strategy: an examination of a TikTok shop through the S-O-R framework. [UNSPECIFIED]
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Abstract
This study investigates the impact of live streamers attractiveness and product usefulness on consumer behaviour in TikTok Shops live streaming platform. Results show that attractive live streamers significantly enhance user enjoyment, which, in turn, increases the urge to buy impulsively. This enjoyment-driven impulse buying is reinforced by dynamic and engaging interactions during live streams. Conversely, trustworthiness and expertise of live streamers were found to have an insignificant effect on perceived enjoyment. The findings emphasise the importance of visual appeal and product usefulness in creating a compelling online shopping experience. However, the studys exclusive focus on TikTok Shop in Indonesia may limit the generalisability of the findings to other regions and cultural contexts. Additionally, concentrating on a specific live-streaming channel restricts the applicability of these insights across various platforms. These insights offer valuable guidance for businesses seeking to enhance consumer engagement and drive sales through live streaming.
| Item Type: | UNSPECIFIED |
|---|---|
| Uncontrolled Keywords: | agile marketing; live-streaming; consumer behaviour; impulse buying; TikTok shop; S-O-R model; attractiveness; perceived enjoyment. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Economic > International Business Management Program |
| Depositing User: | Admin |
| Date Deposited: | 07 Aug 2025 20:48 |
| Last Modified: | 09 Sep 2025 04:26 |
| URI: | https://repository.petra.ac.id/id/eprint/21960 |
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