The Role of Live Streaming Marketing, Flash Sales, and Electronic Word-of-Mouth in Driving Impulse Buying Behavior among TikTok Shop Consumers

Abstract

The development of social commerce has transformed consumer behavior in conducting digital transactions, particularly through the TikTok Shop platform, which integrates entertainment, social interaction, and shopping activities within a single digital ecosystem. This study aims to analyze the role of live streaming marketing, flash sales, and electronic word of mouth (E-WOM) in encouraging impulse buying behavior among consumers on the TikTok Shop platform. This research employs a library research method with a qualitative descriptive approach by reviewing various scientific articles, journals, and relevant literature related to the research topic. The findings indicate that live streaming marketing plays a role in increasing consumer engagement, trust, and emotional attachment, thereby encouraging spontaneous purchases. Flash sales are proven to create perceptions of scarcity and urgency that accelerate the purchasing decision-making process. Meanwhile, electronic word of mouth (E-WOM) emerges as the most dominant factor because it is able to build trust, reduce uncertainty, and strengthen purchase intentions through information and experiences shared by other users. Therefore, these three digital marketing strategies have an important role in creating stimuli that encourage the formation of impulse buying behavior among consumers on the TikTok Shop platform. The findings of this study are expected to serve as a reference for business practitioners in designing more effective digital marketing strategies to increase sales and consumer engagement.

Keywords: Live Streaming Marketing, Flash Sale, Electronic Word of Mouth, Impulse Buying, TikTok Shop.