TikTok live streaming shopping is an effective sales strategy that combines limited-time promotions and strong social presence to influence consumer behavior. This study, using non-probability judgmental sampling and SEM-PLS analysis, examines the impact of Sales Promotion and Social Presence on Impulse Buying, with Emotional Response as an intervening variable. The results show that both Sales Promotion and Social Presence have direct and indirect positive effects on Impulse Buying through Emotional Response. Therefore, enhancing promotions and social interaction during live streaming can trigger emotional responses that lead to impulsive purchasing behavior
Nasution et al. (Wed,) studied this question.