Issue

Vol 41 No 3 (2026): September

Date Log

Submitted
Sep 24, 2024
Accepted
Dec 19, 2025
Published
Sep 28, 2026
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

The Role of Livestreaming in Retail Marketing: A Review of Consumer Purchasing Behavior

https://doi.org/10.22146/jieb.v41i3.16577
Le Ngoc Tien
Marketing Department, Faculty of Business Administration, Nguyen Tat Thanh University, Vietnam
https://orcid.org/0009-0008-3727-1273
Pham Dang Ngoc Han
Marketing Department, Faculty of Business Administration, Nguyen Tat Thanh University, Vietnam

Journal of Indonesian Economy and Business, Vol 41 No 3 (2026): September

Abstract

Introduction/Main Objectives: This study aims to investigate the role of live streaming in traditional retailers’ marketing and explore the purchasing behavior of online consumers through bibliometric reviews of publications indexed in the Scopus and Web of Science databases. Background Problems: The emergence of a linked world has brought about the development of live-stream purchasing on various platforms, while traditional shops face difficulties in maintaining their business operations. Novelty: Although live streaming is a prominent instrument for online retail marketing, its significance in the marketing strategies of traditional retailers is relatively ambiguous. This study sheds light on its influential impacts on purchasing behavior in a developing country. Research Methods: The study adopts the TCCM framework to grasp the fundamental aspects of the research topic from pertinent research indexed in Scopus and Web of Science, applying the SPAR-4-SLR protocol. Findings/Results: Conclusively, the SOR theory is popular among the retail marketing and behavioral literature, followed by game, flow, signaling, real options, and attachment theories. There is a strong correlation between consumer behavioral intention, live-streaming commerce, social media, trust, and perceived value toward retailers. Conclusion: Above all, the study provides a strong foundation for the experimental implementation of e-commerce and social media as marketing tools to stimulate consumer intention and potential purchasing behavior. The study also provides novel insights into the retail literature by embedding behavioral aspects into traditional retailers' marketing strategies.

Keywords

live-streaming marketing strategy traditional retailers purchasing behavior bibliometric review
Tien, L. N., & Ngoc Han, P. D. (2026). The Role of Livestreaming in Retail Marketing: A Review of Consumer Purchasing Behavior. Journal of Indonesian Economy and Business, 41(3), 499 –. https://doi.org/10.22146/jieb.v41i3.16577
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Author Biographies

Le Ngoc Tien, Marketing Department, Faculty of Business Administration, Nguyen Tat Thanh University, Vietnam

Le Ngoc Tien is a full-time lecturer at Nguyen Tat Thanh University (NTTU), Vietnam, holding a Master's degree in Business Administration. He previously worked as a Digital Account Marketer at Green Communication Vietnam. His teaching and research focus on digital and traditional marketing, corporate social responsibility (CSR), and business administration. He has expertise in sequential mixed-methods research, combining qualitative and quantitative approaches. His scholarly contributions have been recognized with multiple Best Paper Awards and publications in Scopus-indexed journals.​

Pham Dang Ngoc Han, Marketing Department, Faculty of Business Administration, Nguyen Tat Thanh University, Vietnam

Pham Dang Ngoc Han is a lecturer and researcher in Digital Marketing and Communication at the Faculty of Business Administration, Nguyen Tat Thanh University (NTTU), Vietnam. She holds Bachelor’s and Master’s degrees from RMIT University Vietnam. Her research interests include digital marketing, branding, digital transformation, consumer behavior, and marketing communication. She has actively participated in international scientific conferences and published articles in leading international and Vietnamese journals. She is also a core contributor to many nationally funded research projects on Vietnam’s destination branding strategy, contributing to efforts to strengthen the country’s image and positioning on the global stage.

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