Live-streaming as an agile marketing strategy: an examination of a TikTok shop through the S-O-R framework

This study investigates the impact of live streamers' attractiveness and product usefulness on consumer behaviour in TikTok Shop's 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 study's 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.