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Global Journal of Humanities and Social Sciences

Open Access Peer Review International
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HOW LIVE STREAMING INFLUENCES CONSUMER BUYING CHOICES IN MALAYSIA’S SOCIAL COMMERCE LANDSCAPE

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Dr. Sara Rahman 1 ,
4 Department of Social Media and Communication, Monash University Malaysia, Bandar Sunway, Malaysia

Abstract

With the rise of social media platforms and e-commerce, social commerce has become a key driver of consumer behavior in Malaysia. Among the various tools leveraged in social commerce, live streaming has emerged as a powerful method for brands to engage with consumers and influence purchasing decisions. This study explores the role of live streaming in shaping consumer purchase decisions in social commerce in Malaysia. Using a mixed-methods approach, the research includes a survey of 500 consumers, alongside in-depth interviews with 15 social commerce influencers and marketers. The findings reveal that live streaming increases consumer engagement, trust, and perceived product value, which positively influence purchase intent. Additionally, interactivity, entertainment value, and trust in the influencer were found to be significant drivers of consumer decisions. The paper concludes by offering recommendations for businesses looking to utilize live streaming effectively in social commerce and discusses the implications for future trends in consumer behavior in Malaysia.

Keywords

Live Streaming, Consumer Behavior, Social Commerce

References

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How to Cite

HOW LIVE STREAMING INFLUENCES CONSUMER BUYING CHOICES IN MALAYSIA’S SOCIAL COMMERCE LANDSCAPE. (2025). Global Journal of Humanities and Social Sciences, 4(04), 1-10. https://www.grpublishing.org/journals/index.php/gjhss/article/view/167

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