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

Authors: Maria Natalia D. Maer; Timothy Jefferson; Ivana Tejokusumo; Fandy Tjiptono

Addresses: School of Business and Management, Petra Christian University, Surabaya, 60236, Indonesia ' School of Business and Management, Petra Christian University, Surabaya, 60236, Indonesia ' School of Business and Management, Petra Christian University, Surabaya, 60236, Indonesia ' School of Marketing and International Business, Victoria University of Wellington, Wellington, 6011, New Zealand

Abstract: 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.

Keywords: agile marketing; live-streaming; consumer behaviour; impulse buying; TikTok shop; S-O-R model; attractiveness; perceived enjoyment.

DOI: 10.1504/IJASM.2025.147868

International Journal of Agile Systems and Management, 2025 Vol.18 No.3/4, pp.368 - 389

Received: 26 Mar 2024
Accepted: 06 Jul 2024
Published online: 05 Aug 2025 *

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