THE APPEAL OF TIKTOK LIVE AND ITS CONTRIBUTION TO DIGITAL MARKETING PERFORMANCE
Keywords:
Consumer Behavior, Digital Marketing, Live Streaming Marketing, Tiktok, Real-Time EngagementAbstract
The rapid development of digital technologies has transformed consumer-brand interactions, shifting from traditional one-way communication to real-time engagement strategies. This literature review systematically explores the role of real-time engagement in digital marketing, with particular emphasis on live streaming platforms such as TikTok. By synthesizing 35 peer-reviewed studies, the review reveals that real-time engagement fosters immediacy, emotional connection, and active participation, significantly influencing consumer trust, brand loyalty, and impulse buying behavior (Addo et al., 2021; Rajput & Gandhi, 2024). Key moderating factors include host credibility, content quality, and platform algorithms (Ko & Ho, 2024; Nguyen et al., 2025). Despite its transformative potential, real-time engagement strategies must navigate challenges such as consumer fatigue and authenticity concerns (Alam et al., 2025). This study highlights the critical need for brands to adopt dynamic, interactive approaches to sustain competitive advantage in the evolving digital landscape.
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