Bibliometric Analysis of Live Streaming Marketing Research: Trends, Themes, and Future Directions

The rapid expansion of live-streaming commerce has transformed digital marketing by combining real-time product presentation, social interaction, entertainment, and purchasing functions on a single platform. Yet the literature remains dispersed across marketing, electronic commerce, information systems, and consumer behavior. This study maps the growth, intellectual foundation, thematic structure, and emerging directions of live-streaming marketing research. The population comprised English-language Scopus articles published from 2019 to 21 July 2026 that matched the title-abstract-keyword search logic for live streaming and marketing. Total sampling retained all 252 query-matched records after a duplicate audit found no repeated titles, DOIs, or EIDs. Descriptive performance analysis was combined with citation analysis and all-keyword co-occurrence, network, and overlay visualization using VOSviewer. Full counting and a minimum threshold of five occurrences produced 43 eligible keywords, of which 40 formed the largest connected network and five clusters. The findings show rapid growth after 2023 and themes concerning consumer psychology and impulse buying; social media, retailing, and strategy; technology, trust, and purchase intention; sales and influencer marketing; and the integration of live-streaming commerce into digital marketing. Artificial intelligence, virtual streamers, profitability, trust, and sales performance are the newest topics. The study offers an updated, marketing-specific map and supports more credible, transparent, technology-enabled, and performance-oriented live-streaming strategies.