A REVIEW: IMPACT OF VISUAL SENSORY MARKETING TOWARDS IMPULSE PURCHASE DECISION IN TIKTOK LIVESTREAMING
DOI:
https://doi.org/10.55197/qjssh.v7si4.1555Keywords:
TikTok livestreaming, visual sensory marketing, herding message, streamer attractiveness, impulse purchase, social commerceAbstract
TikTok livestreaming has grown as one of the most influential social commerce platforms, especially among Gen Z and millennial consumers. In today’s environment, the fast growth of the livestreaming commerce platform has changed the online shopping experience, for example, with the function of enabling interaction with streamers and, at the same time, assisting in immediate purchase decisions. Therefore, it is suggested that the role of visual sensory marketing elements contribute to the important roles to influence impulse purchase decisions in livestreaming commerce platform. This article review discusses the elements of visual sensory marketing and its relationship with impulse purchase decisions in TikTok livestreaming. Specifically, the discussion of this article has focused on two visual sensory marketing elements found in TikTok livestreaming, namely herding message and streamer attractiveness. Herding message is related to the real-time notification generated by the systems and visually displayed during a livestreaming session, and it becomes an indicator of the other viewers purchasing the products. While streamer attractiveness is related to the visual appeal, physical attractiveness, and social attractiveness of the streamers, which can be captured by viewers during a livestreaming session. Based on previous literature related to livestreaming commerce, sensory marketing elements, and impulse purchase decisions, this article review has suggested an integrated conceptual framework that links visual sensory marketing elements with impulse purchase decisions. The discussion of this article review contributed to building knowledge on how visual sensory marketing elements can contribute to the impulse purchase decision in TikTok livestreaming, particularly for marketers, streamers, and businesses that are using TikTok livestreaming as a platform for marketing. The article also has suggested future research on sensory marketing in livestreaming commerce environments.
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