Exploring Live Stream Shopping (LSS) on Instagram within the Scope of Flow Theory: A Netnographic Study.

Live Stream Shopping (LSS) is rapidly gaining widespread global adoption and has garnered significant interest from researchers and businesses in recent years. Especially conducted on social media platforms, LSS plays a crucial role in creating new and real-time interactive experiences among many companies and users. Given the rising trend of LSS, this study examines the experiences of users shopping through live broadcasts in Turkey and their interactions with selling accounts specifically on the Instagram platform. Employing a netnographic approach, the current research aims to explore how users' live shopping experiences are framed within the context of flow theory and to contribute to the emerging LSS literature. The findings indicate that users are engaged in a hedonic motivation during live broadcasts, and elements such as discounts, campaigns, and the fear of missing out prompt users towards making purchases. DOI: https://doi.org/10.54663/2182-9306.2025.v.13.n.24.92-114