The Impact of Online Video Streaming on Customer Engagement in Social Commerce

The phenomenon of social commerce, demonstrated by platforms like TikTok, is seeing significant and rapid growth in the present day. Following the discontinuation of the commerce function on TikTok in Indonesia, an interesting occurrence happened, as both merchants and customers experienced a significant and intimate level of relationship. This is the basis for the conducted research. The objective of this research is to investigate the mechanisms via which closer engagement established. Previous research has identified four crucial aspects: Brand Trust, Influencer Trust, Gift Giving, and Sales Campaign. These factors are combined to develop a new research model that integrates the online consumer engagement model. Out of the 339 responders, a total of 207 were utilized for the analysis. SmartPLS was utilized to process the data. The study revealed that the interactivity factor has a significant impact on fifty-six percent (the highest) of customer engagement. This presents an explanation for the phenomena that takes place. This research holds significant value for the advancement of social commerce in the future.