Abstract
Social presence is a theory that explains self-involvement in social interactions. Even though it is often not realized, social presence has an important role in explaining a person's condition towards the nature of virtual interaction. The flexibility of social presence makes this theory often applied in various scientific fields such as education, tourism, marketing to other fields, especially in the current digitalization era. One of the aims of this research is to explore and reaffirm the performance of social presence within the scope of live streaming marketing by involving consumer trust as a driver of impulsive buying behavior. This study adopts the SOR theory which explains the function of stimulus, organism, and response in influencing consumer behavior. This study has five variables, namely live streaming social presence, viewer social presence, broadcaster social presence, consumer trust, and impulse buying. This research was conducted using a quantitative approach with a convenience sampling technique and collected data from 188 respondents which were processed using SPSS and PLS-SEM. The main findings of this study indicate that the social presence of live streaming and social presence of watching has a positive and significant effect on consumer trust. Furthermore, consumer confidence has a positive and significant effect on impulsive purchases. In addition, the effect of social media presence on consumer trust is negative and insignificant.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.