Live Streaming Commerce: A Review and Research Agenda

Xi Luo · Weng Marc Lim · Jun‐Hwa Cheah · Xin‐Jean Lim · Yogesh Kumar Dwivedi

120 citations0/0 files storedJournal of Computer Information Systems

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Digital Marketing and Social Media Technology Adoption and User Behaviour AI in Service Interactions

Abstract

Live streaming on social media has evolved into live streaming commerce (LSC), a subset of electronic commerce that merges real-time social interaction with digital marketing.LSC is increasingly used for enhancing customer engagement, product promotion, transaction facilitation, and improving online shopping experiences.However, LSC, as a field of study, lacks a comprehensive systematic review, highlighting a gap in understanding its development and prospective trajectories.This article aims to fill this gap by conducting a comprehensive systematic review of existing LSC studies and charting a course for its future inquiry.Utilizing the SPAR-4-SLR protocol and the TCCM framework, this study reviews relevant LSC studies from Scopus and Web of Science to reveal the key theories, contexts, characteristics, methods, and promising avenues for understanding and enriching LSC.

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1990Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness 2021Scientific procedures and rationales for systematic literature reviews (SPAR‐4‐SLR)2018The role of live streaming in building consumer trust and engagement with social commerce sellers 2021Social media influencer marketing: A systematic review, integrative framework and future research agenda 2019Gradual Internationalization vs Born-Global/International new venture models 2022Literature reviews as independent studies: guidelines for academic practice 2019How live streaming influences purchase intentions in social commerce: An IT affordance perspective 2016S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM

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