A Review of Tiktok Livestreaming Commerce

Norafifa Mohd Ariffin; Amily Fikry; Nor Diyana Mohammed Shobri; Irma Syarlina Che Ilias

doi:10.22610/imbr.v16i3S(I)a.4121

Author

Norafifa Mohd Ariffin
- Universiti Teknologi MARA (UiTM), Puncak Alam, Selangor, Malaysia
- Malaysia
Amily Fikry
- Universiti Teknologi MARA (UiTM), Puncak Alam, Selangor, Malaysia
- Malaysia
Nor Diyana Mohammed Shobri
- Universiti Teknologi MARA (UiTM), Puncak Alam, Selangor, Malaysia
- Malaysia
Irma Syarlina Che Ilias
- Universiti Kuala Lumpur, Malaysia
- Malaysia

Abstract

In recent years, live-streaming commerce has witnessed remarkable global growth, catalyzed in part by the COVID-19 pandemic. TikTok, originally a video-sharing app, has undergone rapid expansion and now offers livestreaming capabilities. This review aims to explore how TikTok livestreaming is reshaping the marketing landscape. The objective is to uncover the advantages of TikTok livestreaming for various stakeholders, shedding light on its potential implications for marketers, customers, and content creators. A comprehensive examination of existing literature was conducted, analyzing studies, reports, and academic papers. The analysis focused on the multifaceted benefits of TikTok live streaming for marketers, customers, and content creators. It also considered practical implications for businesses utilizing this platform. TikTok livestreaming fosters real-time engagement between marketers and customers, leading to enhanced trust and more effective product demonstrations. It appeals to younger demographics, offering a valuable marketing avenue. For customers, it facilitates interactive, informative, and emotionally engaging shopping experiences. Content creators can leverage TikTok live streaming to monetize their content and deepen connections with their audience, enhancing brand exposure. In conclusion, TikTok livestreaming is reshaping e-commerce by facilitating immersive, interactive, and trust-building experiences for marketers, customers, and content creators. Marketers should focus on quality interaction, product presentation, and partnering with suitable content creators. Collaborations with influencers should consider credibility and alignment with brand values. Leveraging TikTok's livestreaming capabilities offers the potential to cultivate customer loyalty and retention, transforming conventional marketing paradigms in the process.

Keywords

References

Abdelsalam, S., Salim, N., Alias, R. A., & Husain, O. (2020). Understanding online impulse buying behavior in social commerce: a systematic literature review. IEEE Access, 8, 89041-89058. DOI: https://doi.org/10.1109/ACCESS.2020.2993671
Ahmadi, F. & Hudrasyah, H. (2022). Factors influencing product purchase intention in TikTok live streaming shopping. International Journal of Accounting, 7(43), 571-586.
Annisa, V. & Chusjairi, J. A. (2023). How far can we call TikTok shop live streaming a personal touchpoint? Journal Mantik, 7(1).
Adeola, O., Hinson, R.E., Evans, O., 2020. Social media in marketing communications: a synthesis of successful strategies for the digital generation. Digital Transformation in Business and Society 4, 61–81. DOI: https://doi.org/10.1007/978-3-030-08277-2_4
Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of Humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70, 103149. DOI: https://doi.org/10.1016/j.jretconser.2022.103149
Bhargava, H. K. (2022). The creator economy: Managing ecosystem supply, revenue sharing, and platform design. Management Science, 68 (7), 5233-5251. DOI: https://doi.org/10.1287/mnsc.2021.4126
Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169-191. DOI: https://doi.org/10.1016/S0022-4359(99)80092-X
Cha, M. K. & Lee, H. J. (2022). Does social trust always explain the active use of sharing-based programs? A cross-national comparison of Indian and U.S. rideshare consumers. Journal Retailing Consumer Service, 65, 102515. DOI: https://doi.org/10.1016/j.jretconser.2021.102515
Chillingworth, A. (2023). What you need to know about TikTok LIVE | Epidemic Sound. This Is the Epidemic Sound Blog | Epidemic Sound. https://www.epidemicsound.com/blog/how-to-use-tiktok-live/
Campbell, C. & Farrell, J.R. (2020). More than meets the eye: the functional components underlying influencer marketing. Business Horizons, 63 (4), 469-479. DOI: https://doi.org/10.1016/j.bushor.2020.03.003
Ceci, L. (2024, August 20). TikTok: distribution of global audiences 2024, by gender. Statista. Retrieved August 21, 2024, from https://www.statista.com/statistics/1299785/distribution-tiktok-users-gender/
Ceci, L. (2024, August 20). Countries with the most TikTok users in 2024. Statista. Retrieved August 21, 2024, from https://www.statista.com/statistics/1299807/number-of-monthly-unique-tiktok-users/
Chevalier. (2022, November 14). Live commerce usage growth during COVID-19 worldwide in 2021, by region. Statista. Retrieved June 12, 2023, from https://www.statista.com/statistics /1276981/change-livestream-commerce-usage-worldwide-region/#statisticContainer
Chevalier, S. (2024, March 19). Gen Z livestream e-commerce participation and awareness 2023, by country. Statista. Retrieved August 21, 2024, from https://www.statista.com/statistics/1395802/gen-z-livestream-shopping-by-country/
Chevalier, S. (2024b). U.S. live e-commerce sales 2022-2026 | Statista. Statista. Retrieved August 26, 2024, from https://www.statista.com/statistics/1276120/livestream-e-commerce-sales-united-states/
Cox, L. K. (2022, July 26). 9 Business Challenges Every Small Business Struggles With (How to Fix Them). https://blog.hubspot.com/marketing/small-business-challenges
D’souza. (2023, February 7). TikTok: What It Is, How It Works, and Why It’s Popular. Investopedia.Com. Retrieved June 14, 2023, from https://www.investopedia.com/what-is-tiktok-4588933.
Djafarova, E. & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in the fashion industry. Journal of Retailing and Consumer Services, 59, 102345. DOI: https://doi.org/10.1016/j.jretconser.2020.102345
Florida, R. (2022). The Rise of the Creative Economy. https://creativeclass.com/reports /The_Rise_of_the_Creator_Economy.pdf.
Fairistha, D., Bernessa, I., Cen, L. J., & Aryuni, M. (2023). The Effect of Live Streaming on Social Commerce Platforms on Generation Z’s Purchase Intention. In E3S Web of Conferences, 426, 01081). EDP Sciences. DOI: https://doi.org/10.1051/e3sconf/202342601081
Geyser, W. (2020, June 23). TikTok Live Video: A Walkthrough for Marketers. Influencer Marketing Hub. https://influencermarketinghub.com/tiktok-live-video/
Gelder, K. V. (2023, December 19). Leading social media platforms for impulse purchases in the U.S. 2022. Statista. Retrieved August 22, 2024, from https://www.statista.com/statistics/1430246/leading-social-media- platforms-for-impulse-purchases-USA/
Gao, X., Xu, X.Y., Tayyab, S.M.U. & Li, Q. (2021). How the live streaming commerce viewers process the persuasive message: an ELM perspective and the moderating effect of mindfulness. Electronic Commerce Research Application, 49, 101087. DOI: https://doi.org/10.1016/j.elerap.2021.101087
Ganbold, S. (2024, April 22). Topic: Live commerce in Asia. Statista. Retrieved August 26, 2024, from https://www.statista.com/topics/12195/live-commerce-in-asia/#topicOverview
Gita, L., Fauzan, R., Pebrianti, W., Juniwati, J., & Jaya, A. (2024). Do discounts livestreams and bundle offers trigger TikTok user's unplanned purchases? Journal of Management Science (JMAS), 7(1), 280-287.
Gong, X., Ye, Z., Liu, K., & Wu, N. (2020). The effects of live platform exterior design on sustainable impulse buying: exploring the mechanisms of self-efficacy and psychological ownership. Sustainability, 12(6), 2406. DOI: https://doi.org/10.3390/su12062406
Howe, S. (2024b, May 6). Social Media Statistics for Malaysia [Updated 2024]. Meltwater. https://www.meltwater.com/en/blog/social-media-statistics-malaysia
Hua, Q. & Chiu, C. L. (2022). Analysis of Young Chinese Purchase Intention on TikTok Live Streaming. Management Review: An International Journal, 17(1), 65–99. DOI: https://doi.org/10.55819/mrij.2022.17.1.65
Huang, Y. & Suo, L. (2021). Factors Affecting Chinese Consumers’ Impulse Buying Decision of Live Streaming E-Commerce. Asian Social Science, 17(5), 16- 32. DOI: https://doi.org/10.5539/ass.v17n5p16
It’s showtime! How to live commerce is transforming the shopping experience? (2021, July 21). Retrieved from https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/its-showtime-how-live commerce-is-transforming-the-shopping-experience
Ignatius. (2022, December 7). Social Commerce is Expected to Contribute US$42 Billion to Southeast Asia’s E-Commerce Market by the end of 2022. Business today.com. Retrieved June 13, 2023, from https://www.businesstoday.com.my/2022/12/07/social-commerce-is-expected-to-contribute-us42-billion-to-southeast-Asia-e-commerce-market-by-end-of-2022/
Jahrir, A. S. & Tahir, M. (2020). Live broadcast impact on teaching and learning process during the Covid-19 pandemic. International Journal of Humanities and Innovation (IJHI), 3(4), 149-152. DOI: https://doi.org/10.33750/ijhi.v3i4.99
Johnson, N.E., Short, J.C., Chandler, J.A., & Jordan, S.L., (2022). Introducing the contentpreneur: making the case for research on content creation-based online platforms. Journal Business Venture Insights, 8, e00328. DOI: https://doi.org/10.1016/j.jbvi.2022.e00328
Luo, X., Tabassum, N., & Nayak, B. S. (2022). The AIDA Model and the Impact of TikTok Video Streaming on Online Shopping: A Case Study of TikTok. In Modern Corporations and Strategies at Work (pp. 73–91). Springe. DOI: https://doi.org/10.1007/978-981-19-4648-6_4
Lee, M. T. & Theokary, C. (2021). The superstar social media influencer: Exploiting linguistic style and emotional contagion over content? Journal of Business Research, 132, 860-871. DOI: https://doi.org/10.1016/j.jbusres.2020.11.014
Lee, C. H., & Chen, C. W. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Information, 12(6), 241. DOI: https://doi.org/10.3390/info12060241
Lu, S., Yao, D., Chen, X. & Grewal, R. (2021). Do larger audiences generate greater revenues under pay what you want? Evidence from a live streaming platform”, Marketing Science, 40 (5), 964-984. DOI: https://doi.org/10.1287/mksc.2021.1292
Lo, P.S, Dwivedi, Y.K, Wei-Han Tan, G., Ooi, K.-B., Cheng-Xi Aw, E., & Metri, B. (2022). Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis. Journal of Business Research, 147, 325-337. DOI: https://doi.org/10.1016/j.jbusres.2022.04.013
Lin, S.-C., Tseng, H.-T., Shirazi, F., Hajli, N. & Tsai, P.-T. (2022). Exploring factors influencing impulse buying in live streaming shopping: a stimulus-organism-response (SOR) perspective. Asia Pacific Journal of Marketing and Logistics. DOI: https://doi.org/10.1108/APJML-12-2021-0903
Linh, P. L. (2023, December 28). TikTok Age Demographics in 2024: Insights From TikTok Partner. Mega Digital -Digital Marketing Agency. https://megadigital.ai/en/blog/tiktok-age-demographics.
Li, Y., Li, X., & Cai, J. (2021). How attachment affects user stickiness on live streaming platforms: A socio-technical approach perspective. Journal of Retailing and Consumer Services, 60, 102478. DOI: https://doi.org/10.1016/j.jretconser.2021.102478
Li, L., Chen, X., & Zhu, P. (2024). How do e-commerce anchors' characteristics influence consumers’ impulse buying? An emotional contagion perspective. Journal of Retailing and Consumer Services, 76, 103587. DOI: https://doi.org/10.1016/j.jretconser.2023.103587
Mileva, G. (2024, May 16). Everything You Need to Know About Live Shopping on TikTok. Influencer Marketing Hub. https://influencermarketinghub.com/live-shopping-tiktok/
Park, M. & Yoo, J., (2022). Effects of perceived interactivity of augmented reality on consumer responses: a mental imagery perspective. Journal Retailing Consumer Service 52, 101912. DOI: https://doi.org/10.1016/j.jretconser.2019.101912
Park, H. J. & Lin, L.M. (2020), The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement. Journal of Retailing and Consumer Services, 52, 01934, DOI: https://doi.org/10.1016/j.jretconser.2019.101934
Pahwa, A. (2023). What Is a Creator Economy? How Does it Work? https://www.feedough. com/creator-economy-guide/.
Parahiyanti, C. R., & Dimara, N. I. (2024). Impulsive Buying in TikTok Live Streaming: Enhancing The Role of Telepresence, Brand Trust, and Flow State. Innovation, Technology, and Entrepreneurship Journal, 1(1), 42-54. DOI: https://doi.org/10.31603/itej.10926
Pongratte, L., Liu, J., Putri, M. & Paulin, A. (2023). The Effect of Promotion via TikTok Live Streaming on Consumers’ Buying Interest in Clothing Products. Open Journal of Social Sciences, 11, 333-347. DOI: https://doi.org/10.4236/jss.2023.114024
Reinikainen, H., Kari, J.T., Luoma-Aho, V., (2020). Generation Z and organizational listening on social media. Media Commun. 8 (2), 185–196. DOI: https://doi.org/10.17645/mac.v8i2.2772
Sanjaya, D. E., Barkah, N. A., & Sulistiowati, I. D. (2023). The Effect of Price Promotion, Promotion Time Limit, and Interpersonal Interaction on Indonesian Consumers' Online Purchase Intention through the TikTok Live Streaming Platform.
Sharabati, A. A. A., Al-Haddad, S., Al-Khasawneh, M., Nababteh, N., Mohammad, M., & Abu Ghoush, Q. (2022). The impact of TikTok user satisfaction on continuous intention to use the application. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 125. DOI: https://doi.org/10.3390/joitmc8030125
Schweitzer, K. (2023, December 17). Business Benefits of Going Live on TikTok | Munch. Retrieved August 22, 2024, from https://www.getmunch.com/blog/tiktok-live-benefits
Tan, J. (2023, January 3). From livestreaming on TikTok for fun to a full-time job, here are 2 M’sian creators who did it. Retrieved from https://vulcanpost.com/812598/tiktok-live-malaysian-creators-full-time-livestream-career/
Tan, J. (2023, August 7). What M’sian SMEs should know about TikTok Shop, which saw a 78% seller increase in 2023. VulcanPost.
Tafesse, W. & Dayan, M. (2023). Content creators’ participation in the creator economy: Examining the effect of creators’ content sharing frequency on user engagement behavior on digital platforms. Journal of Retailing and Consumer Services, 73, 103357. DOI: https://doi.org/10.1016/j.jretconser.2023.103357
Valsesia, F., Proserpio, D., & Nunes, J. C. (2020). The positive effect of not following others on social media. Journal of Marketing Research, 57(6), 1152-1168. DOI: https://doi.org/10.1177/0022243720915467
Vasilisa. (2023, October 25). 10+ Benefits of Live Streaming on Social Media Every Marketer Should Know. Be. Live Blog. https://blog.be.live/10-benefits-of-live-streaming-on-social-media-every-marketer-should-know/
Wang, B., Xie, F., Kandampully, J. & Wang, J. (2022). Increase hedonic products purchase intention through live streaming: The mediating effects of mental imagery quality and customer trust. Journal of Retailing and Consumer Services, 69, 103109. DOI: https://doi.org/10.1016/j.jretconser.2022.103109
Winter, D. (2024, July 29). 15 Essential TikTok Statistics for Marketers in 2024. Shopify. Retrieved August 21, 2024, from https://www.shopify.com/my/blog/tiktok-statistics
Westerhout, D., See, C., Holdsworth, A., Sree, S., Reynaud, J., & Stockdill, R. (2024). Navigating the future of seamless commerce in Asia Pacific. In KPMG.com. KPMG International. Retrieved August 26, 2024, from https://assets.kpmg.com/content/dam/kpmg/sg/pdf/2024/06/navigating-the-future-of-seamless-commerce-in-Asia-pacific.pdf
Wongkitrungrueng, A. & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543-556. DOI: https://doi.org/10.1016/j.jbusres.2018.08.032
Xu, X., Wu, J. H. & Li, Q. (2020). What drives consumer shopping behavior in live-streaming commerce? Journal of Electronic Commerce Research, 21(3), 144-167.
Yan, M., Kwok, P.K., Chan, H.S., Zhuang, Y.S., Wen, K. & Zhang, K.C. (2023). An empirical investigation of the impact of influencer live-streaming ads in e-commerce platforms on consumers’ buying impulse. Internet Research. doi: 10.1108/intr-11-2020-0625. DOI: https://doi.org/10.1108/INTR-11-2020-0625
Yang, J., Cao, C., Ye, C., & Shi, Y. (2022). Effects of interface design and live atmosphere on consumers’ impulse-buying behavior from the perspective of human-computer interaction. Sustainability, 14(12), 7110. DOI: https://doi.org/10.3390/su14127110
Yi, Q., Khan, J., Su, Y., Tong, J., & Zhao, S. (2023). Impulse buying tendency in live-stream commerce: The role of viewing frequency and anticipated emotions influencing scarcity-induced purchase decision. Journal of Retailing and Consumer Services, 75, 103534. DOI: https://doi.org/10.1016/j.jretconser.2023.103534
Zhou, R., & Tong, L. (2022). A study on the influencing factors of consumers' purchase intention during live streaming e-commerce: the mediating effect of emotion. Frontiers in Psychology, 13, 903023. DOI: https://doi.org/10.3389/fpsyg.2022.903023

Downloads

Full-text downloads recorded for this article, by month.

No downloads have been recorded for this article yet. Figures appear here once readers begin downloading the full text.

How to Cite

Mohd Ariffin, N., Fikry, A., Mohammed Shobri, N. D., & Che Ilias, I. S. (2024). A Review of Tiktok Livestreaming Commerce. Information Management and Business Review, 16(3S(I)a), 67-77. https://doi.org/10.22610/imbr.v16i3S(I)a.4121

Share this article

License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Author (s) should affirm that the material has not been published previously. It has not been submitted and it is not under consideration by any other journal. At the same time author (s) need to execute a publication permission agreement to assume the responsibility of the submitted content and any omissions and errors therein. After submission of revised paper in the light of suggestions of the reviewers, the editorial team edits and formats manuscripts to bring uniformity and standardization in published material.

This work will be licensed under Creative Commons Attribution 4.0 International (CC BY 4.0) and under condition of the license, users are free to read, copy, remix, transform, redistribute, download, print, search or link to the full texts of articles and even build upon their work as long as they credit the author for the original work. Moreover, as per journal policy author (s) hold and retain copyrights without any restrictions.

A Review of Tiktok Livestreaming Commerce

Download the full text

Author

Abstract

Keywords

References

Downloads

How to Cite

Share this article

License

Keywords

Section

Published in

Published

Submissions